Entwicklungstendenzen im Ernährungsgewerbe und im Lebensmittelhandel in Deutschland - Implikationen für die strategische Ausrichtung der Unternehmen

In spite of ongoing merger and acquisition activities of globally acting, multinational food industry companies, in Germany the food industry is still characterised by small and medium-sized companies. Traditionally, there are rather small budgets for R&D activities in the food industry, but nevertheless each year a high number of new or modified products are introduced into the market. However, only relatively small parts of them are successful permanently. The situation of food retailers in Germany is characterised by an aggressive price competition, a moderate expansion of floor-space, increasing concentration activities and an on-going internationalization of companies. In parallel distribution channels outside the food retailing sector are gaining increasing relevance for sale of food. Growing relevance of individual consumption patterns and simultaneous emphasis of price and quality aspects are registered in food consumption. Sociodemographic developments support polarisation of food consumption in high and low priced food products and increasing demand of convenience products. In spite of their growing proportion in the population elderly people do not represent a "strategic target group" of the food industry in Germany so far. Globally acting, multinational food industry companies at present concentrate on strategic product categories, in which they have a leading position on the global market, and strengthen these categories by targeted company acquisitions while simultaneously desinvesting in marginal product areas or brands. This trend combined with the increasing individualisation of food consumption offers chances for small and medium-sized food industry companies if these are able to reduce their costs in the long-term and to market innovative products more and more internationally. The producers of manufacturer brands have specific chances due to the increasing segmentation of the food market and as the growing relevance of convenience aspects. Production of retail brands may offer chances to small and medium-sized companies in case they are able to reduce their costs on a competitive level and to build up long-term business relationships to the key players in food retailing.