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Germany – a land of opportunities
January 16th 2018
Agenda – The German Market
1. Social and demographical characterization
2. Economic Data
3. Food and beverage exports from Portugal to Germany
4. The German consumer
5. The German food trade
6. SWOT Portuguese food and beverages in German market
7. Doing business in Germany
Germany: 16 Federal States and Capitals
Key demographic facts about Germany – part I
Germany was founded in 1871;
the actual Federal Republic of Germany in 1949
And in 2016 there were:
82,5 Million inhabitants
10Million immigrants
Source: destatis.de; statista, 2018; AZR 2016
Key demographic facts about Germany – part II
1 in 5 German inhabitants is over 65 years old
41,1%
41 Million
are one-person households in Germany
German total households
Source: destatis.de; statista, 2018
1. Social and demographical characterization
2. Economic Data
3. Food and beverage exports from Portugal to Germany
4. The German consumer
5. The German food trade
6. SWOT Portuguese food and beverages in German market
7. Doing business in Germany
Agenda – The German Market
Germany’s economic performance in 2016
1st European
Economy
4th largest
worldwide
economy
3rd exporter/
importer of
the world
GDP per
capita of
35.721 PPS
4,1%
Unemploy-
ment Rate
1,7%
Economic
growth
Source: Pordata, 2018
PT: 22.398 PPS PT: 11,1%
1. Social and demographical characterization
2. Economic Data
3. Food and beverage exports from Portugal to Germany
4. The German consumer
5. The German food trade
6. SWOT Portuguese food and beverages in German market
7. Doing business in Germany
Agenda – The German Market
Evolution of food and beverage exports from Portugal to Germany
2012
83.3Million €
Source: INE
2015
97.5Million €
2017*
96.7Million €
2016
93.9Million €
Note: *provisional
+ 3%- 3,7%
1. Social and demographical characterization
2. Economic Data
3. Food and beverage exports from Portugal to Germany
4. The German consumer
5. The German food trade
6. SWOT Portuguese food and beverages in German market
7. Doing business in Germany
Agenda – The German Market
Consumer confidence Index in Germany and Portugal
5,3
4,2
0,
1,
2,
3,
4,
5,
6,
Germany Portugal
Index P
oin
ts
Source: destatis.de; November 2017Finnland: + 25,8; Italy: - 7,8
Average monthly expenditure in consumer goods per household in Germany in 2016, by segment (in %)
Source: statista, 2018
Annual average consumption of specific products per capita in Germany
22,5LWine
37,9KgMeat
Products and
Sausages0,8LOlive Oil
2,1KgJams
3,3KgFish cans
and others
Source: statista, 2018
Expected trends for 2018-2021 for Germany
Product Market size in
2018 (Million €)
Market size in
2021 (Million €)
Growth rate (%)
(CAGR 2018-2021)
Meat Products
and Sausages
21.562 22.546 1,5
Fish cans (incl.
smoked fish)
2.622 2.836 2.7
Jams 732 816 3.7
Cereals and
Muesli
643 706 3.2
Wine 7.242 7.895 2.9
Source: statista, 2018
1. Social and demographical characterization
2. Economic Data
3. Food and beverage exports from Portugal to Germany
4. The German consumer
5. The German food trade
6. SWOT Portuguese food and beverages in German market
7. Doing business in Germany
Agenda – The German Market
Players in food retail market in Germany
The German food trade can be divided up into the following areas:
Discounters Hyper- and Supermarkets Cash & Carry’s
Market share of the leading companies in food retail Germany 2016 %
Source: TradeDimensions ID 505129
25,3%
15,1%
15%
12%
5,2%
4,6%
3,5%
2,8%
1,7%
1,7%
13,1%
0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0%
Edeka Group
Rewe Group
Schwarz Group
Aldi Group
Metro Group
Lekkerland
dm
Rossmann
Globus
Transgourmet Deutschland
Other
Market share
1. Social and demographical characterization
2. Economic Data
3. Food and beverage exports from Portugal to Germany
4. The German consumer
5. The German food trade
6. SWOT Portuguese food and beverages in German market
7. Doing business in Germany
Agenda – The German Market
SWOT: Portuguese food and beverages in German market
OPPORTUNITIES (+) THREATS (–)
STRENGTHS (+) WEAKNESSES (–)
✓ Quality
✓ Authenticity
✓ Uniqueness + Tradition + Trust
✓ Biological products
✓ Low negotiation power
✓ Low penetration of
portuguese products
✓ Distance from Germany
(logistics)
✓ The biggest market in Europe
✓ Organic food
✓ Halal products
✓ Healthy products
✓ Interest in authentic products
✓ Increasing interest for Portugal
✓ Strong trade competition in
retail
✓ Importance of “Private Label“
products
✓ Neighbouring Partner
Countries
1. Social and demographical characterization
2. Economic Data
3. Food and beverage exports from Portugal to Germany
4. The German consumer
5. The German food trade
6. SWOT Portuguese food and beverages in German market
7. Doing business in Germany
Agenda – The German Market
Doing business in Germany
The majority of (food trade) buyers do not make fast decisions !
Trustworthiness and reliability as guarantees of good business
relationships !
Punctuality and compliance with deadlines are extremely important !
Doing business in Germany
It is important to schedule regular meetings between retailers and
suppliers regarding product development, potential new listings and
advertising activities.
Product presentations and participation in the in-house fairs of German
retail chains.
Hans-Joachim Böhmer
Geschäftsführendes Vorstandsmitglied
Director Executivo
T: +351 213 211 223
Thank you for listening