Discover the trends, innovations and best practices shaping Germany's retail market from IGD's 2026 research trip.
Main findings from Germany 2026
Germany is one of Europe's most influential grocery markets, with intense competition, powerful discount retailers and some of the region’s most advanced store formats. Through our expert analysis and market visits, we've uncovered the trends, innovations and best practices that can help retailers and brands stay ahead.
Key takeaways
Retailers are finding ways to compete with discounters on value
Retail media and loyalty ecosystems are evolving
Retailers looking to expand food-for-now propositions can learn from the AFH sector
Lidl’s 13,000th store internationally sets the standard for discount retail
Insights from the Germany retail study tour
Our latest trip to the market in September 2026 saw us visit the cities of Frankfurt, Mannheim, Heidelberg, Heilbronn and Wiesbaden, visiting operators across grocery retail and the away-from-home sector.
Explore more insights on Germany
Ongoing, in-depth insights into the market, combining data and qualitative information on its leading retailers and the macroeconomic environment they operate in.
FAQs: Germany 2026 retail study tour
Why is Germany considered one of Europe's most influential retail markets?
Germany is Europe's largest economy and home to some of the world's most influential retailers, including leading discount, supermarket and drugstore operators. The market is known for its strength in value retailing, private label, operational efficiency, and sustainability initiatives.
Why is Germany a global benchmark for discount retail innovation?
Germany is the birthplace of modern discount retail and home Aldi and Lidl, two of the world's most successful value-focused retailers. Businesses can learn how leading operators combine low prices, private label excellence and efficient store operations to drive growth.
Why is Germany regarded as a leader in private label development?
German retailers have built some of Europe's strongest private label programmes, using own-brand products to deliver value, differentiation, premiumisation and innovation across multiple categories.
How are German retailers responding to changing shopper behaviours?
Retailers are adapting through stronger value propositions, greater convenience, healthier product ranges, enhanced digital experiences, sustainability initiatives and more personalised customer engagement.
What can retailers learn from Germany's independent merchant grocery model?
Edeka and REWE’s independent merchant approach demonstrates how local entrepreneurship can be combined with the scale advantages of a major retail group. Retailers can gain insights into building stronger local connections, creating unique store concepts and adapting offers to specific shopper missions and demographics.