Germany Food & Drink Q1 2019
With food and drink spending expected to remain muted across our forecast period, competing for this low growth willcreate a challenging environment within the industry. Rewe hopes to win over consumers with massive investments in its storenetwork and e-commerce, creating a more robust shopping experience for its customers. Online grocery sales accounted for just0.2% of its revenues in 2017, so there is still a long way to go before this is a viable strategy for Rewe and other grocery retailers.Appealing to health trends and premiumisation is a strategy being pursued by manufacturers, as dairy producer DMK has adjustedits recipes to lower sugar content in its products. Premiumisation will be difficult to push, given the highly price-conscious nature ofconsumers, which expect high quality at a low price. Reducing salt and sugar while increasing fruit and vegetables will helpcompanies succeed in this environment.
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