The Coronavirus (COVID-19) country report analyses how the pandemic will impact retail spend in Germany.

Coronavirus is forecast to take €32.9bn out of German retail spend in 2020 on the back of stringent lockdown measures being adopted by the government to curb the spread of the virus.
German consumers have opted out of discretionary spending during the crisis and have totally stopped/reduced buying non-essential product categories such as clothing, footwear, electricals, and furniture.


– The government announced a €750bn stimulus package to keep the economy in check, with GDP forecast to decline 5.02% in 2020 following a challenging 2019

– We expect sectors such as fashion, beauty and home to continue to suffer from weak demand even now that the lockdown regulations have been lifted, and we do not expect to see more normal levels of spending patterns among Germans until Q4 at the earliest.

– In contrast, sales of food and health products continue to see significant growth, aiding the grocers channel and stimulating footfall to the health & beauty specialists despite categories such as skincare and beauty suffering.

Reasons to Buy

– Use our revised market forecasts out to 2024 to understand how the German retail market will perform.

– Use our in-depth analysis to review how key retailers have responded to COVID-19.

– Use our data on key consumer shopping and lifestyle habits to see how the population have responded to the impact of COVID-19.

Key Players


Table of Contents

Table of Contents

Executive Summary

Market forecasts

Consumer behaviour

Retailer themes and responses

Market forecasts


Total retail market vs. pre-COVID-19 forecasts

Total retail growth vs. pre-COVID-19 forecasts

Consumer behaviour

Purchasing patterns snapshot

Purchasing patterns: non-food

Purchasing patterns: food

Purchasing patterns: drinks

Purchasing patterns: personal care

Consumer habits

Retailer themes and responses

Employee support

Sharing workforce

Priority deliveries

Cordoning-off floorspace



List of Tables

List of Tables

Change in shopping behaviour for key non-food categories

Change in shopping behaviour for key food categories

Change in shopping behaviour for key drinks categories

Change in shopping behaviour for key personal care categories

List of Figures

List of Figures

Total retail market vs. pre COVID-19 forecasts, 2019-2024

Total retail growth vs. pre COVID-19 forecasts, 2019-2024

Top 3 products that consumers stockpiled, bought more of, bought less of and stopped buying

COVID-19 impact on consumer behaviou in terms of going out, preparing food at home and social media


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