Required Report - public distribution

**Date:** 9/12/2007

**GAIN Report Number:** GM7043

GM7043

**Germany**

**Retail Food Sector**

**Retail Guide**

**2007**

**Approved by:**

![](media/image1.wmf)Bobby Richey Jr.

U.S. Embassy

**Prepared by:**

Christel Wagner and Rey Santella

**Report Highlights:**

With a population of more than 82 million people, Germany has the
world\'s third largest economy after the United States and Japan, and it
is the leading market for food and beverages in the European Union. In
Calendar Year (CY) 2006, Germany's consumers spent more than €188
billion (approximately \$224 billion) on food and beverages or about 15
percent of total national expenditures. Of this amount, about 5 percent
was spent in restaurants, canteens, and other places where food and
beverages were served on-premise. The remaining amount was spent in
retail food and beverage outlets. Germany imported more than \$550
million worth of consumer-oriented agricultural products from the United
States in CY 2006, nearly 14 percent more than a year earlier.

Includes PSD Changes: No

Includes Trade Matrix: No

Annual Report

Berlin \[GM1\]

\[GM\]

Table of Contents

[Market Summary 3](#market-summary)

[Germany's Retail Profile 3](#germanys-retail-profile)

[Table 1: Composition of Germany's Food and Beverage Retail Trade:
4](#table-1-composition-of-germanys-food-and-beverage-retail-trade)

[Advantages/Opportunities and Challenges Facing U.S. Products in Germany
4](#advantagesopportunities-and-challenges-facing-u.s.-products-in-germany)

[II. Road Map for Market Entry 5](#ii.-road-map-for-market-entry)

[\"Traditional\" Retail Outlets- Supermarkets, Superstores, Hyper
Markets or Super Centers, Club, and Warehouse Outlets
5](#traditional-retail-outlets--supermarkets-superstores-hyper-markets-or-super-centers-club-and-warehouse-outlets)

[Entry Strategy 5](#entry-strategy)

[Table 2: Food and Beverage Retailing Profile
6](#table-2-food-and-beverage-retailing-profile)

[Table 3: Top ranked Retail Stores in Germany 2006
7](#table-3-top-ranked-retail-stores-in-germany-2006)

[Chart 1: A Breakdown of the German Discount Market
8](#chart-1-a-breakdown-of-the-german-discount-market)

[Convenience Stores, Gas Stations, and Kiosks
9](#convenience-stores-gas-stations-and-kiosks)

[Buying Associations (Groups) 9](#buying-associations-groups)

[Other Channels 10](#other-channels)

[III. Competition 10](#iii.-competition)

[Biotechnology 11](#biotechnology)

[IV. Best Product Prospects 11](#iv.-best-product-prospects)

[V. Upcoming Trade Shows 12](#v.-upcoming-trade-shows)

[German Trade Shows for Consumer-Oriented Products
12](#german-trade-shows-for-consumer-oriented-products)

[SECTION VI. KEY CONTACTS AND FURTHER INFORMATION
13](#section-vi.-key-contacts-and-further-information)

[Internet Home Pages 13](#internet-home-pages)

[Currency Conversion Rates 14](#currency-conversion-rates)

[Attachment I 15](#attachment-i)

[Aldi Einkauf GmbH & Co. oHG - Nord
15](#aldi-einkauf-gmbh-co.-ohg---nord)

# Market Summary

With a population of more than 82 million people, Germany has the
world\'s third largest economy after the U.S. and Japan, and it is the
leading market for food and beverages in the European Union. Germany's
consumers spent more than
[**€**](http://en.wikipedia.org/wiki/Euro_sign)188 billion
(approximately \$224 billion) in Calendar Year (CY) 2006 on food and
beverages, or about 15 percent of total national expenditures. Of this
amount, about 5 percent was spent in restaurants, canteens, and other
places where food and beverages were served on-premise. The remaining
amount was spent in retail food and beverage outlets.[^1]

Germany's improving economy and the depreciation of the dollar should
bode well for U.S. exports to Germany. In 2005, Germany's food and
beverage retailers registered annual sales turnover of nearly
[€](http://en.wikipedia.org/wiki/Euro_sign)128 billion (or about \$152
billion).[^2] (See Table 1) Since 2001, overall food and beverage sales
have increased by 8 percent. The
[€](http://en.wikipedia.org/wiki/Euro_sign)128 billion generated in 2005
were primarily from the sale of food products. These items are usually
sold by organized food retailers such as supermarkets, hypermarkets,
discount stores, and small traditional retail stores. An additional
[€](http://en.wikipedia.org/wiki/Euro_sign)66 billion in food and
beverage sales were generated by restaurants, canteens, and snack shops
(imbiss) where food and beverages are served on the premises. Bakeries,
butcher shops, farmer's markets, drugstores, gas stations, and kiosks
also play a key role in Germany's retail food sector. [^3]

In CY 2006 Germany imported \$550 million worth of consumer-oriented
agricultural products from the United States, 14 percent more than the
year before. The increase in imported consumer products from the United
States occurred mainly in wine and various tree nut products. [^4] The
major competitors for consumer-oriented products market are from EU
countries, particularly the Netherlands, France, Italy, Belgium, and
Spain. The United States is the fourth largest non-EU supplier of
consumer-oriented products to Germany, after Turkey, Switzerland, and
Brazil.

## Germany's Retail Profile

Germany's retailing sector is highly complex and intertwined. Margins
are thinner than anywhere else in Europe, which together with a
well-developed distribution system, results in a very competitive
sector. Over the past several years, the retail sector has gone through
considerable consolidation and more is expected.

The most dynamic sector within Germany's retail food trade is the
discount store segment. It is fiercely competitive with the largest two
discount companies -- Aldi and Lidl -- engaged in price wars since 2002.
In terms of annual sales, discounters accounted for 40.6 percent of the
retail market in 2005, up from 4 percent from the previous year. (See
table 1) Most of the items marketed by discounters are private label
products. This sector is expected to remain an important factor in the
future of German food retailing.

##  Table 1: Composition of Germany's Food and Beverage Retail Trade: 

![](media/image2.wmf)

Due to the growth in the discount segment, the majority of traditional
retailers like Edeka, Rewe, Spar, and Tengelmann have started to develop
and further invest in their own discount store chains/niches. In direct
response to the threat by discount stores, many food retailers have
increased the use of private labels in their stores in order to reduce
prices and maintain quality.

Despite the consolidation of retailers and the increasing popularity of
discounters, German consumers continue to frequent small convenience
stores despite the higher prices. In addition, these stores are open
longer hours each week (as is the case with stores in train stations and
gas stations) and they also carry ready-to-eat meals. In these cases,
sales are motivated more by convenience rather than price.

Large retailers have applauded a new German law extending retail hours.
Under the new German law, retail stores can stay open Monday through
Saturday until 8 pm. Although Germany still lags behind France, UK,
Denmark and other European countries, which have much more liberal store
hours, these changes are making a moderate contribution to the slight
increase in retail sales.

Buying associations or buying groups also play an important role in
German retailing. These associations or groups are often operated by a
wholesale company, which may do the purchasing, marketing, and provide
other services for independent retailers. Markant is the largest buying
association in Germany.

## Advantages/Opportunities and Challenges Facing U.S. Products in Germany

  -----------------------------------------------------------------------
  **Advantages/Opportunities**        **Challenges**
  ----------------------------------- -----------------------------------
  Germany's 82.5 million inhabitants  Very competitive market combined
  have one of the highest income      with low growth in retail sales.
  levels in the world.                

  Germany is among the largest        German (EU) import tariffs on
  food/beverage importing nations in  certain products are high. EU
  the world.                          enlargement gives preferential
                                      access to products from accession
                                      countries.

  Fast growing market for organic     German buyers demand quality, but
  products.                           also low prices; discounters are
                                      fastest growing segment of retail
                                      market.
  -----------------------------------------------------------------------

  ----------------------------------- -----------------------------------
  Germany has many, well-established  Retailers often charge high listing
  importers. Distribution system is   fees for products.
  well developed.                     

  The "American-Way-of-Life" and      Margins on food at the retail level
  U.S.-style foods are popular,       are very thin.
  principally among the affluent      
  younger generation.                 

  Large non-German population and     Retailers seldom import products
  German's penchant to travel abroad  into Germany (EU) on their own.
  help fuel demand for a variety of   
  foreign products.                   

  Private label products are popular, It can be a challenge for U.S.
  not only in discount stores but are companies to promote a particular
  also being utilized by              brand.
  supermarkets.                       
  ----------------------------------- -----------------------------------

# II. Road Map for Market Entry

## \"Traditional\" Retail Outlets- Supermarkets, Superstores, Hyper Markets or Super Centers, Club, and Warehouse Outlets

## Entry Strategy 

Success in introducing a product in the German market normally depends
on local representation and personal contact. The local representative
should be able to provide market information and guidance on business
practices and trade-related laws, sales contacts with existing and
potential buyers, market development expertise, and the intricacies of
the distribution system. The local representative may or may not also be
the importer and distributor. The Agricultural Affairs Office in Berlin
maintains extensive listings of potential importers and maintains
information about ongoing activities that provide opportunities to meet
the German trade.[^5]

[Specialized Importers]{.underline}

In Germany, specialized importers usually handle the import and
distribution of food and beverage products from countries outside of the
EU. German retail organizations rarely import directly from countries
outside the EU, except for items that they purchase in large quantities.
Traditional importers normally specialize in products or product groups.
As a result of frequent contacts with their customers, traditional
importers usually have an in-depth knowledge of individual retailers and
the market conditions in Germany. Because of their close relationships,
importers usually source products, handle import (customs) formalities,
logistics, supply, maintenance and often even pricing and labeling for
their customers. They also advise foreign exporters and ensure that
imported products meet food, labeling, packaging, packaging material
disposal (including \"Green Dot\" licenses and fees), and other market
requirements.

Importers can also arrange for consolidated shipments, which enable
specialty food companies to test the market and gain access to
distribution channels. Importers normally distribute nationwide, either
through their own sales force or through a network of independent sales
agents.

[Selling Direct]{.underline}

Direct sales to the central purchasing department of Germany's leading
retailers is typically very difficult; however, it may be the most
desirable product-entry system for a foreign supplier. Due to their wide
range of distribution, central buyers are generally flooded with offers
from competing suppliers and they are usually not interested in taking
on the added responsibility to import products directly. This is
especially true for new-to-market products, which may not comply with
German/EU import requirements, food laws and packaging and labeling
requirements. Retail buyers may only be interested in importing products
directly if they are unique, possess some specific attribute, or offer
significant advantages in terms of quality, price, or financial
promotional support.

Each of Germany's leading retail groups has a different business
structure, purchasing, and distribution system. Many of the leading
retailers have multiple retail chains, often with various types of
retail formats such as large hypermarkets, discount and small
neighborhood stores, or perhaps beverage and/or delicatessen outlets.
The purchasing departments for the large retailers may also be divided
by retail format and, sometimes, by region of the country.

New products on the German market may require up to 12 to 18 months of
testing to gain market acceptance. Listing (slotting) fees equivalent to
several thousand dollars or more per product are common and do not
ensure shelf space if a profitable turnover is not achieved rather
quickly. The exception may be a retailer\'s desire to maintain a
competitive edge with a full-service assortment.

## Table 2: Food and Beverage Retailing Profile

Retail Food/Beverage Sales, Number of Retail Outlets, 2000-2005

  ----------------------- ---------- ---------- ---------- --------- -------
  **Category**            **2001**   **2002**   **2003**   2004      2005

  Total Sales (billion    118        120.4      123.9      126.0     127.5
  Euros)                                                             

  Total Sales (billion    105.7      113.9      137.5      149.9     151.7
  U.S. Dollars)                                                      

  Share of top 5          62.0%      61.2%      62.4%      62.4%     70.6%
  retailers (% of total                                              
  sales)                                                             

  Share of top 10         84.4%      84.9%      85.7%      85.2%     85.8%
  retailers (% of total                                              
  sales)                                                             

  Share of top 20         94.4%      94.8%      95.4%      95.1%     95.7%
  retailers (% of total                                              
  sales)                                                             
  ----------------------- ---------- ---------- ---------- --------- -------

Note: Sales by the organized food retail industry.

Source: EuroHandels Institute (EHI), A.C. Nielsen.

Despite efforts by the German government to protect small retailers, the
market share of small retailers continues to drop. In 2005, small
traditional shops comprised only 10.5 percent by turnover of the food
retail market. Total turnover amounted to a little more than
[€](http://en.wikipedia.org/wiki/Euro_sign)13 billion. At the same time,
the concentration of giant retail organizations in Germany has increased
dramatically and is expected to continue in the near future as
competition laws continue to be loosened. With the fierce competition in
the retail food sector, German retailers have sought to expand their
sales, particularly large hypermarkets and discount retailers \-- and
gain market share \-- by buying-out their competitors, opening new
stores, and focusing on markets outside of Germany.

In 2005, the top five food and beverage retailers accounted for nearly
71 percent of national sales and the top fifty accounted for 99.5
percent of national sales. The five largest food and beverage retailers
are expected to continue increasing their share of the overall market.
By 2010, market experts predict that more than 80 percent of the
national food and beverage retail sales will be generated by these
retailers.[^6] The top five largest German retailers of food and
beverages (Edeka, Rewe, Schwarz/Lidl, Aldi, and Metro) also rank among
the top ten retailers in Europe.

Many of the major German retailers already generate a significant
portion of their total sales from non-German operations. For example,
the following German retailers had significant sales outside of Germany
in 2006: Metro (55.9 percent), Aldi (36 percent), Tengelmann (51
percent), Schwarz-Gruppe (42 percent) and Rewe (28 percent). Edeka
stands out with only 8 percent of sales outside Germany. However, in
2005 Edeka took over the Spar AG retail chain from the French owners and
has turned the Edeka/AVA/Spar Group into the largest retailer in
Germany.

Wal-Mart struggled to attract customers and establish itself as a
dominant player in the German market. As a result, in 2006, Wal-Mart
exited the German market and sold its stores to Metro. Metro plans to
integrate the new stores into its Real chain.[^7] Food products
comprised about 55 percent of Wal-Mart's gross sales in Germany.

## Table 3: Top ranked Retail Stores in Germany 2006

![](media/image3.wmf)

There are also major changes occurring in how food and beverages are
being marketed in Germany. Small local shops and supermarkets still
comprise the bulk of outlets, but they are increasingly being replaced
by large hypermarkets and discount food stores. Hypermarkets and
discounters now account for about 66.5 percent of all retail food and
beverage sales, despite accounting for less than one-quarter of all the
outlets. Metro AG is Germany's largest operator of hypermarkets. Aldi is
the leading operator of discount markets followed closely by the Schwarz
Group (Lidl).

## Chart 1: A Breakdown of the German Discount Market

![](media/image4.wmf)

Source: EuroHandels Institute

The discount segment has been the most dynamic retail segment in
Germany. Discounters have prospered in recent years, as German consumers
have become increasingly price conscious. In addition, discount stores,
which generally tend to be small in size, have benefited from German
laws favoring small retailers. In terms of sales, discount stores
comprise of 40.6 percent of the retail food market sales, up 3 percent
from CY 2004. From CY 2000 to CY 2005, the number of discounter outlets
grew from 12,970 to 14,610, whereas the total number of German food
retail outlets decreased from 70,463 to 61,460 during the same time
frame. On a sales basis, Aldi is the largest discounter with about 41.5
percent of the discount market; however, in 2005, Lidl recorded stronger
sales growth than Aldi.

Most of the German consumers perceive the quality of discount products,
particularly Aldi's, to be as good as branded products found in
supermarkets and other retail-type stores. High quality products,
convenient locations, combined with lower prices make discount stores a
favorite shopping option for Germans.

  -------------------- ---------- ---------- ---------- ---------- -----------
  **Gross Sales for                                                
  the Leading Discount                                             
  Stores in Germany**                                              

  **(Million Euros)**                                              

                                                                   

  **Discount Stores**  **2002**   **2003**   **2004**   **2005**   **1-Yr
                                                                   Growth**

  Aldi Group           23,000     22,700     22,100     21,500     -3%

  Lidl                 9,500      11,500     11,900     12,100     2%

  Penny                5,800      6,000      5,900      5,670      -4%

  Plus                 5,700      4,900      6,100      6,200      2%

  Netto                2,900      3,200      3,500      2,980      -17%

  Norma                2,347      2,300      2,100      2,000      -5%

                                                                   

  Total Sales:         49,247     50,600     51,600     50,450     2%

  Source: EuroHandels                                              
  Institute                                                        
  -------------------- ---------- ---------- ---------- ---------- -----------

## Convenience Stores, Gas Stations, and Kiosks

####### Entry Strategy

Convenience outlets \-- small shops, often located at gasoline and train
stations, highway rest stops, kiosks, and bakeries \-- were among the
fastest growing retail formats in Germany. However, in the last couple
of years growth has leveled off. Convenience stores in gas stations
reported roughly the same amount of turnover as CY 2004 with a much
smaller number of outlets. In addition to non-food items, the most
popular items at these outlets include: fruit juice and fruit drinks,
soft drinks, beer, wine, other beverages, confectionery products,
snacks, and convenience-type foods. Products sold in these outlets
typically are priced 30-70% higher than in more conventional outlets.
However, sales are motivated by convenience -- especially the longer
store hours -- rather than price.

There are several large wholesalers that supply food and non-food
products to these convenience outlets. The leading supplier to the
convenience sector is Lekkerland-Tobaccoland (L-T), which carries about
10,000 different items and services more than 70,000 customers,
including gas station shops, kiosks, beverage stores and bakeries. In
2006, the turnover for Lekkerland was €7,233 billion, of which food
products accounted for €6,944 billion. Metro, Spar, and Tengelmann
compete with Lekkerland in supplying these convenience outlets in
Germany.

Organizations like Lekkerland, as well as other suppliers to convenience
stores, normally source, most if not all, their imported products from
specialized importers. U.S. companies interested in exporting to Germany
and in developing a position in the German market are advised to work
with an importer(s) or with an agent/broker that services these sectors.

## Buying Associations (Groups)

####### Entry Strategy

Buying associations or buying groups play an important role in German
food and beverage retailing. Buying associations are generally operated
by a wholesale company that provides services for a group of independent
retailers.

The largest and last remaining true buying association in Germany is
Markant. Markant members have a total annual turnover valued at about
€39.5 billion.[^8] Markant is an association of more than one hundred
independent enterprises, selling both food and non-food products. The
goal of the company is to provide a cooperative platform for purchasing
and marketing and providing of services for medium-sized merchants
throughout Germany (and Europe). In Germany, Markant members include a
number of major food retailers, such as market leaders Bartels-Langness,
Schlecker, and Dohle. Markant is part of the European-wide buying
association EMD, whose members have a total annual turnover valued at
over €110 billion.

#### 

## Other Channels

Home food delivery, mail order, and internet sales are alternatives to
the traditional German retailing sector. Germany's leading retailers
have become increasingly involved in e-commerce with an estimated \$10
billion in business attributed to consumer sales conducted on-line.[^9]
However, the value of food and beverages sold over the Internet is still
very small and is not growing. Home food delivery is not a new
phenomenon in Germany, especially for frozen food.

# III. Competition 

As the world's second largest importer of agricultural products, Germany
is an attractive and very sought-after market for exporters throughout
the world.[^10] The internal EU market structure gives member states a
competitive advantage in the German market; an advantage, which cannot
be easily overcome by non-EU members. Approximately two-thirds of
Germany's agricultural imports are sourced from other EU countries, many
of which target the German market through the use of promotional
programs.

Besides the United States, Germany also imports significant quantities
of agricultural products from other non-EU countries. Many of the
third-country imports are also sourced from China, Russia, Turkey,
Israel, South Africa, and the Caribbean. Germany's major
consumer-oriented product imports from these countries include: meat and
poultry, fresh fruit (particularly bananas), processed fruit and
vegetables, and tree nut products.

Third-country promotions for food products in Germany focus on generic
aspects. Examples of these types of promotions are: in-store promotions,
special combined editorial and advertising sections in trade magazines,
and national exhibits at trade and consumer fairs. In department stores
a country may be featured with a full line of food and non-food products
as well as other economic segments, such as tourism.

Consumer-ready processed food products are imported and distributed by a
large number of German importers and import agents. In addition to
cooperative advertisement with importers and suppliers, individual
country promotions in the German retail trade are organized to increase
visibility and awareness of those products and, consequently, increase
distribution. Such promotions in Germany are normally organized and
sponsored (often also financed) by the foreign country\'s Embassy or
other government representation, in close cooperation and coordination
with local importers and the retail organization.

##  

## Biotechnology

In April 2004, the EU implemented [Regulation (EC) No
1830/2003](http://europa.eu.int/eur-lex/pri/en/oj/dat/2003/l_268/l_26820031018en00240028.pdf),
concerning the labeling and traceability of biotech and
biotech-containing products. These regulations require that all
products, including processed foods, produced from approved biotech
ingredients must be labeled if adventitious or intended biotech presence
exceeds a threshold level of more than 0.9 percent of one single
ingredient. Food manufacturers are still wary that European consumers
will not purchase products with a biotech label. So far, the major
German food retailers have avoided stocking their shelves with labeled
biotech products. Instead EU food processors have substituted other raw
materials not derived from biotech products for biotech ingredients -
primarily soybean oil. At the moment FAS Berlin is not aware of any
biotech labeled products being sold on German retail shelves.

# IV. Best Product Prospects

According to the Global Trade Atlas, below is a list of products
identified as having a strong market potential in Germany and some
helpful tips for interested exporters.

  -----------------------------------------------------------------------
  **Best Product     **Tips/Facts**
  Prospects**        
  ------------------ ----------------------------------------------------
  **Snack Foods**    Germany imports more than \$2 billion worth of snack
                     food products each year. This market consists mainly
                     of chips and other salty items, followed by
                     specialty snacks and nuts. Growth primarily driven
                     by product innovation, like flavored snacks.

  **Fresh Fruit &    Good opportunities exist for supplying fresh
  Vegetables**       produce, particularly citrus, pears, table grapes,
                     and green asparagus during the winter months
                     (Nov.-Feb.).

  **Dried Fruits &   The market for most nuts and dried fruit is fairly
  Nuts**             stable throughout the year but sales generally peak
                     in anticipation of the Christmas season. Imports are
                     generally in bulk.

  **Organic          Germany is Europe's largest market for organic
  Products**         products, with sales roughly estimated at \$4.5
                     billion in 2006.

  **Alcoholic        Although overall alcohol consumption is declining,
  Beverages**        the market for imported beer, wine, and spirits is
                     stable or growing.

  **Pet Food**       Sales of cat food have the biggest market share,
                     followed by dog food. Market potential exists for
                     premium pet food.

  **Fitness foods    Good prospects for \"functional\" products with
  and beverages**    added nutritional properties such as vitamins and
                     minerals.

  **Frozen Fish**    Good prospects exist for frozen Alaska Pollack and
                     other frozen fish with Marine Stewardship
                     certification (sustainable fishing certification).
  -----------------------------------------------------------------------

For more information on the German market please refer to Germany's
Exporter Guide and the Food and Agriculture Import Regulations (FAIRS)
report.

# V. Upcoming Trade Shows

## German Trade Shows for Consumer-Oriented Products

Participating or simply attending a trade show can be a very
cost-effective means to test the German market, to introduce a product,
or to expand sales. Germany offers a wide variety of trade show venues
for food and beverage products. The following table provides details on
major trade shows for food, beverages, and other agricultural and
related industries taking place in Germany.

+-------------------------------+-----------+--------------------------+
| **Important German Trade      |           |                          |
| Shows --**                    |           |                          |
+===============================+===========+==========================+
| **ISM (International Sweets   | January   | U.S. Pavilion Organizer: |
| and Biscuit Show)**           | 27 -- 30, | National Confectioners   |
|                               | 2008      | Association (NCA)        |
| Cologne, Germany (Interval:   |           |                          |
| yearly)                       |           | Tel: (703) 790‑5750      |
|                               |           |                          |
| Target Market:                |           | Fax: (703) 790‑5752      |
| Europe/International          |           |                          |
|                               |           | <http                    |
| World's largest show for      |           | ://www.ism-cologne.com/> |
| snacks and confectionery      |           |                          |
| products.                     |           | <http://w                |
|                               |           | ww.koelnmessenafta.com/> |
+-------------------------------+-----------+--------------------------+
| **Fruit Logistica**           | February  | U.S. Pavilion Organizer: |
|                               | 7 -- 9,   |                          |
| Berlin, Germany (Interval:    | 2008      | B\*FOR International:    |
| yearly)                       |           |                          |
|                               |           | Tel: (540) 373-9935      |
| Target Market:                |           |                          |
| Germany/Central & Eastern     |           | Fax: (540) 372-1411      |
| Europe                        |           |                          |
|                               |           | [www.fru                 |
| Good venue for exhibiting     |           | itlogistica.com](http:// |
| fresh and dried fruit, nuts   |           | www.fruitlogistica.com/) |
| and related products.         |           |                          |
|                               |           | <http://www.b-for.       |
|                               |           | com/fruitlogistica.html> |
+-------------------------------+-----------+--------------------------+
| **Bio Fach**                  | February  | U.S. Pavilion Organizer: |
|                               | 21 -- 24, |                          |
| Nuremberg, Germany (Interval: | 2008      | B\*FOR International:    |
| yearly)                       |           |                          |
|                               |           | Tel: (540) 373-9935      |
| Target Market: Germany/Europe |           |                          |
|                               |           | Fax: (540) 372-1411      |
| The leading European          |           |                          |
| tradeshow for organic food    |           | [www.biofach.de]         |
| and non-food products.        |           | (http://www.biofach.de/) |
|                               |           |                          |
|                               |           | <http://www              |
|                               |           | .b-for.com/biofach.html> |
+-------------------------------+-----------+--------------------------+
| **Internorga**                | March 7   | Show Organizer:          |
|                               | -- 12,    |                          |
| Hamburg, Germany, (Interval:  | 2008      | Hamburg fair             |
| yearly)                       |           | authorities,             |
|                               |           |                          |
| Target Market: Northern       |           | Tel: (49-40) 35 69 0     |
| Germany                       |           |                          |
|                               |           | Fax: (49-40) 36 69 21 80 |
| Show for the hotel,           |           |                          |
| restaurant, catering, baking  |           | [www.internorga.de](ht   |
| and confectionery trades.     |           | tp://www.internorga.de/) |
|                               |           |                          |
|                               |           | <info@hamburg-messe.de>  |
+-------------------------------+-----------+--------------------------+
| **ProWein**                   | March 16  | Show Organizer:          |
|                               | -- 18,    |                          |
| Duesseldorf, Germany,         | 2008      | Duesseldorf Messe        |
| (Interval: yearly)            |           | Authorities              |
|                               |           |                          |
| Target Market: International  |           | Tel: (49-211) 4560 01    |
|                               |           |                          |
| International Trade Show for  |           | Fax: (49-211) 4560 668   |
| wine and spirits.             |           |                          |
|                               |           | [www.prowein.de]         |
|                               |           | (http://www.prowein.de/) |
|                               |           |                          |
|                               |           | <in                      |
|                               |           | fo@messe-duesseldorf.de> |
+-------------------------------+-----------+--------------------------+
| **Interzoo**                  | May       | U.S. Pavilion Organizer: |
|                               | 22-25,    | Nuremberg fairground's   |
| Nuernberg, Germany,           | 2008      | U.S. representative,     |
| (Interval: 2 years)           |           |                          |
|                               |           | Tel: (208) 265-1714      |
| Target Market: Germany/Europe |           |                          |
|                               |           | Fax: (208) 265-1713      |
| Leading trade show for pet    |           |                          |
| food and supplies.            |           | [www.interzoo.com](h     |
|                               |           | ttp://www.interzoo.com/) |
|                               |           |                          |
|                               |           | [www.concord             |
|                               |           | expogroup.com](http://ww |
|                               |           | w.concordexpogroup.com/) |
+-------------------------------+-----------+--------------------------+
| **ANUGA**                     | October   | U.S. Pavilion Organizer: |
|                               | 13 -- 17, |                          |
| Cologne, Germany, (Interval:  | 2007      | Koelnmesse, Inc. Chicago |
| 2 years)                      |           |                          |
|                               | October   | Tel: (773) 326-9920      |
| Target Market:                | 10 -- 14, |                          |
| Europe/International          | 2009      | Fax: (773) 714-0063      |
|                               |           |                          |
| One of the leading            |           | [www.koeln               |
| international trade shows for |           | messenafta.com](http://w |
| food and beverages, and the   |           | ww.koelnmessenafta.com/) |
| premier show of its kind held |           |                          |
| in Germany. Traditionally     |           | [www.anuga.com           |
| there is a large U.S.         |           | ](http://www.anuga.com/) |
| Pavilion at this show         |           |                          |
| featuring about 150-200 U.S.  |           |                          |
| companies and associations.   |           |                          |
| USDA-endorsed show.           |           |                          |
+-------------------------------+-----------+--------------------------+

Note: More information about these and other German exhibitions and
trade shows can be found under the following Internet address:
[www.auma-messen.de](http://www.auma-messen.de/)

# SECTION VI. KEY CONTACTS AND FURTHER INFORMATION

## 

## Internet Home Pages

Internet home pages of potential interest to U.S. food and beverage
exporters are listed below:

U.S. Mission to the European Union
<http://useu.usmission.gov/agri/usda.html>

FAS/Washington [www.fas.usda.gov](http://www.fas.usda.gov/)

European Importer Directory
[www.american-foods.org](http://www.american-foods.org/)

FAS/Berlin <http://germany.usembassy.gov/germany/fas/index.html>

Ausstellungs und Messe-Ausschuss (AUMA)
[www.auma-messen.de](http://www.auma-messen.de/)

If you have questions or comments regarding this report, or need
assistance exporting to Germany, please contact the U.S. Agricultural
Affairs Office in Berlin at the following address:

Foreign Agricultural Service

U.S. Department of Agriculture

Embassy of United States of America

Clayallee 170

14195 Berlin, Germany

Tel: (49) (30) 8305 - 1150

Fax: (49) (30) 8431 - 1935

Email: <AgBerlin@usda.gov>

Home Page: <http://germany.usembassy.gov/germany/fas/index.html>

Please view our Home Page for more information on exporting U.S. food
and beverage products to Germany, including market and product "briefs"
available on specific topics of interest to U.S. exporters.

Importer listings are available from the Agricultural Affairs Office for
use by U.S. exporters of U.S. food and beverage products. Recent reports
of interests to U.S. exporters interested in the German Market include:

Report Title Report Number Month Report was written

  ----------------------- ----------------------- -----------------------
  Exporter Guide          GM 7039                 August 2007

  FAIRS Report            GM 7031                 August 2007

  Wine Report             GM 7002                 January 2007

  Fish Products Report    GM 6037                 September 2006

  Kosher Market Report    GM 6036                 September 2006
  ----------------------- ----------------------- -----------------------

For more information on exporting U.S. agricultural products to other
countries, please visit the Foreign Agricultural Service Home Page at
[www.fas.usda.gov](http://www.fas.usda.gov/)

## Currency Conversion Rates

The value of the dollar has been decreasing against the Euro since 2002.
This report includes the dollar equivalents for the reader's
convenience, but they are based on annual exchange rates, not the
floating rate. All percentage changes mentioned in this report are based
on the € levels.

Average Annual Currency Conversion Rates:

2002 1 U.S. \$ = 1.0575 €

2003 1 U.S. \$ = 0.8840 €

2004 1 U.S. \$ = 0.8051 €

2005 1 U.S. \$ = 0.8078 €

2006 1 U.S. \$ = 0.7580 €

**Store Definitions:**

**Hypermarkets:** Large retail stores with between 1,500 square meters
and 5,000 square meters of sales space, with an emphasis on
self-service. They carry a significant amount of non-food items.

**Supermarket**: Self-service food stores with sales space of between
400 to 800 square meters. The share of non-food items comprises less
than 25 percent of store sales.

**Discounters**: No frills, self-service food store that concentrate on
a limited range of products with a high turnover rate. Their main
attraction is low prices.

**Cash & Carry**: Membership style retail/wholesale stores with a varied
selection of products sold under a warehouse style format. These stores
have a broad product range in the food and non-food area.

## Attachment I

KEY GERMAN CONTACTS FOR THE FOOD RETAIL TRADE

Note: While it is impractical to provide a complete list, this partial
list is for your information only with the understanding that no
discrimination is intended and no guarantee of reliability implied.

**Aldi Einkauf GmbH & Co. oHG - Sued**

Burgstrasse 37-39

45476 Muelheim/Ruhr, Germany

Tel: (49-208) 992 70

Fax: (49-208) 992 72 78 Homepage:
[www.aldisued.de](http://www.aldisued.de/)

## Aldi Einkauf GmbH & Co. oHG - Nord

Eckenbergstrasse 16

45307 Essen, Germany

Tel: (49-201) 859 30

Fax: (49-201) 859 33 19 Homepage:
[www.aldi-essen.de](http://www.aldi-essen.de/)

**Dohle Handelsgruppe Service GmbH & Co. KG**

Alte Lohmarerstrasse 59

53721 Siegburg, Germany

Tel: (49-2241) 12 20

Fax: (49-2241) 12 24 44 Homepage: [www.hit.de](http://www.hit.de/)

**EDEKA Zentrale AG & Co. KG**

New-York-Ring 6

22297 Hamburg, Germany

Tel: (49-40) 63 770

Fax: (49-40) 63 77 22 31 Homepage: [www.edeka.de](http://www.edeka.de/)

**EHI Retail Institute e.V.**

Spichernstrasse 55

50672 Koeln, Germany

Tel: (49-221) 57 99 30

Fax: (49-221) 57 99 345 Homepage: [www.ehi.org](http://www.ehi.org/)

Organization representing the retail sectors; German counterpart of FMI.

**Globus SB Warenhaus Geschaeftsfuehrungs-GmbH**

Leipziger Strasse 8

66606 St. Wendel, Germany

Tel: (49-6851) 90 90

Fax: (49-6851) 90 96 00 Homepage:
[www.globus.net](http://www.globus.net/)

**KaDeWe Kaufhaus des Westens**

Tauentzienstrasse 21-24

10789 Berlin, Germany

Tel: (49-30) 212 10

Fax: (49-30) 211 01 90 Homepage: [www.kadewe.de](http://www.kadewe.de/)

KaDeWe is the flagship of the Karstadt department store chain. It is
comparable to Harrods in London and claims to have the biggest food &
delicatessen department in Europe.

**Karstadt Warenhaus AG**

Hauptverwaltung

Theodor-Althoff-Strasse 2

45133 Essen, Germany

Tel: (49-201) 727-1

Fax: (49-201) 727 52 16 Homepage:
[www.karstadt.de](http://www.karstadt.de/)

**Kaufhof Warenhaus AG**

Hauptverwaltung

Leonhard-Tietz-Strasse 1

50676 Koeln, Germany

Tel: (49-221) 22 30

Fax: (49-221) 22 32 800 Homepage:
[www.galeria-kaufhof.de](http://www.galeria-kaufhof.de/)

Kaufhof is part of the METRO Group.

**Lekkerland GmbH & Co. KG**

Europaallee 57

50226 Frechen, Germany

Tel: (49-2234) 182 10

Fax: (49-2234) 182 14 45 Homepage:
[www.lekkerland.com](http://www.lekkerland.com/)

**Lidl Stiftung & Co. KG**

Einkauf International

Stiftsbergstrasse 1

74167 Neckarsulm, Germany

Tel: (49-7132) 94-2000 Homepage: [www.lidl.com](http://www.lidl.com/)

**Markant Handels und Service GmbH**

ZHG Ware

Hanns-Martin-Schleyer-Strasse 2

77656 Offenburg, Germany

Tel: (49-781) 61 60

Fax: (49-781) 61 81 83 Homepage:
[www.markant.com](http://www.markant.com/)

**MGB METRO Group Buying GmbH**

Schlueterstrasse 1

40235 Duesseldorf, Germany

Tel: (49-211) 68860

Fax: (49-211) 6886-2000 Homepage:
[www.metrogroup.de](http://www.metrogroup.de/)

**Norma Lebensmittelfilialbetrieb GmbH & Co. KG**

Wuerzburger Strasse 196

90766 Fuerth, Germany

Tel: (49-911) 973 90

Fax: (49-911) 97 39 370 Homepage:
[www.norma-online.de](http://www.norma-online.de/)

**REWE-Zentral AG**

Foreign Trade Dept. - HWA -

Domstrasse 20

50668 Koeln, Germany

Tel: (49-221) 1490

Fax: (49-221) 149 93 71 Homepage:
[www.rewe-group.com](http://www.rewe-group.com/)

**Anton Schlecker**

Im Schleckerland

89579 Ehingen/Donau, Germany

Tel: (49-7391) 58 40

Fax: (49-7391) 5 84 - 18 55 Homepage:
[www.schlecker.de](http://www.schlecker.de/)

**Schwarz Gruppe** (Lidl und Kaufland)

Roetelstrasse 30-35

74172 Neckarsulm, Germany

Tel: (49-7132) 94 00 Homepage: [www.lidl.de](http://www.lidl.de/)

Fax: (49-7132) 94 03 00 [www.kaufland.de](http://www.kaufland.de/)

**Tengelmann Warenhandelsgesellschaft**

Unternehmenszentrale

Wissollstrasse 5-43

45478 Muelheim/Ruhr, Germany

Tel: (49-208) 580 60

Fax: (49-208) 5806-6401 Homepage:
[www.tengelmann.de](http://www.tengelmann.de/)

[^1]: Germany's Federal Statistics Office

[^2]: Exchange rate of 1.19. Latest data available.

[^3]: EuroHandels Institute (EHI)

[^4]: Consumer-oriented products include snack foods, fresh and frozen
    meat products, poultry, eggs, fresh vegetables, fruit & vegetable
    juices, wine, beer, pet foods, breakfast cereals, dairy, tree nuts,
    and nursery products.

[^5]: A directory of European Importers \"American Foods in Europe -
    Your Guide to European Importers of U.S. Food & Beverage Products\"
    is available online at
    [www.american-foods.org](http://www.american-foods.org/) or in hard
    copy. Please contact the Agricultural Affairs Office in Berlin for a
    printed copy.

[^6]: Euromonitor International

[^7]: Deutsche Welle

[^8]: Markant Homepage

[^9]: Euromonitor International

[^10]: Global Trade Atlas