How to do Business in the German Market
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1 How to do Business in the German Market Presented by Judith Clinton, Trade Marketing Specialist Marketplace Training 13 th November 2014 AIDAN COTTER CHIEF EXECUTIVE BORD BIA 28 JANUARY 2009
2 Germany in Figures 82.4 million 3.08 trillion 571m food & drink Source: IMF World Economic outlook 2014
3 Total Grocery Market valued at 176bn Irish Food Exports to Germany - 571m in 2013 Pigmeat 5% Seafood 4% Sheepmeat 4% +8.6% vs 2012 Beverages 10% Beef 17% Prepared foods 19% Dairy 40% Source: IGD 2013
4 Retail Market Shares 11% 1% 21% Others 36% 13% 16% 15% Top 5 Retailers = 76% market share Source: Trade Dimensions 2014
5 Foodservice: Routes to Market SUPPLIER Through FS distributor (incl. C&C) Direct route FS Operators - Institutions FS Operators - Commercial Food Service Sector was worth 69.4 bn in 2013
6 Foodservice: Supply Chain 30% 60% 6% 4% Delivered Wholesale Cash and Carry Contract Distribution & Direct Retail REWE GVS Metro WLS / Havi Aldi Gafateam / Intergast Como GV Partner Fegro Selgros Edeka Handelshof DHL Lidl Servicebund Vierlande Pro Intal, German Foodservice Market, June 2010
7 Why target Germany? German affinity for Die Grüne Insel One of Europe s top retail food markets = 220bn in 2013 Growing appreciation of food quality Sustainaility is an important issue High disposable incomes Loyalty of retailers Opportunities in Private Label WILD ATLANTIC WAY Er ist das irische Pendant zum California s Pacific Coast Highway und zur Australia s Great Ocean Road.
8 German Consumer Trends
9 German Market Dynamics Domestic food producers dominate German household sizes are declining: 76% < 2 people Major retailers have set tender dates Private label is a growing sector It can take 18 months from first contact to shipment German buyers value professionalism Organic is growing, + 7% in 2013
10 Role of Sustainability in Germany
11 Product Suitability Labelling must be in German Uncluttered labels with clear messaging Recipes adapted to German tastes Pack sizes to reflect declining household size Packaging to be reduced and recyclable Packaging and waste disposal fees to be paid
12 Challenges of doing business in Germany Good knowledge of the German market Punctuality No flexibility deliver on promise! Value for money - know your USP Mature and over saturated retail market German language they buy in German IFS and BRC (only IFS for Aldi) and some prior export experience Provide a delivered price to designated depot German contact number (e.g. local agent)
13 Margin Expectations Discounters: 30-45% brand 24-45% private label Retail and C+C: Foodservice/ Wholesalers: 40-60% brand 27-49% private label 20-45% brand + PL VAT on Services: 19% VAT on Food: 7%
14 Logistics Find a logistics solution Logistics must be included in the initial price Main players are Dachser and Nagel Use groupage for smaller volumes German retailers require delivery on multi-trip Euro pallets Promotional off-shelf placements need to be on multi-trip ¼ Chep pallets. ¼ chep pallet Euro pallet
15 Targets for Marketplace 2015 Number of buyers targeted: Alcohol 20 Dairy ingredients 20 Seafood 20 Frozen 10 Confectionery/Snacks 10 Grocery 10 Bakery 10 Total 100
16 Bord Bia Office Services Category Analysis Market Research Buyer Engagement Store Audits Market Data Buyer Presentations Product Retrieval Consumer Insights Translations Market Study visits Buyer Contact Details Distributor Searches
17 For more information.. Donal Denvir Manager Judith Clinton Trade Marketing Specialist Sinead Leatham Marketing Assistant Please contact our team in Düsseldorf: Tel:
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