Decoding German Retail
Jan Lars Wapelhorst - WFR AdvisoryHow global brands win in European trade.
Starting with Germany's toughest market.
What does it really take to get your product listed in German grocery retail? And what can the German market teach you about winning across Europe?
The German grocery market is worth over 250 billion euros, controlled by five retail groups, and governed by unwritten rules that most international brands never learn —... more
| Publishes | Daily | Episodes | 27 | Founded | 4 months ago |
|---|---|---|---|---|---|
| Number of Listeners | Categories | MarketingBusiness | |||
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Sommerreihe 2026, Folge 1 von 3
Beschreibung
Die Origin Story der Methodik. Frühjahr 2022, ein Termin in einer Handelszentrale mit einem internationalen Markenhersteller, der erstmals in Deutschland listen will. Der Vertriebschef gegenüber legt ein... more
EDEKA is the largest grocery retailer in Germany. More than eleven thousand stores. Seventy-five billion euros in revenue. Twenty-six percent national market share. And yet, outside of Germany, almost nobody has heard of it.
EDEKA is, structurally, ... more
Five halls, five climates, five versions of the same human comedy. In the past few months, Jan Wapelhorst walked ISM in Cologne, Alimentaria in Barcelona, Tutto Food in Milan, PLMA in Amsterdam, and THAIFEX Anuga Asia in Bangkok. This is the special ... more
REWE refuses to call itself a corporation. Internally, the company talks about itself as a federation, a network, a cooperative. With more than ninety billion euros in revenue, eighteen hundred independent merchants, and a discount sister format call... more
Host
Reviews
- Finally the clarity I was looking for
Jan gives open-mindedly a clear and structured inside into supermarkets and discounters and how they all operate. Bite-size episodes to take in the relevant facts without being overfed. Brilliant!
Apple Podcasts51wohner
Germany4 months ago
Listeners Say
Key themes from listener reviews, highlighting what works and what could be improved about the show.
Chart Rankings
How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.
Apple Podcasts | #19 | Germany/Business/Marketing |
Apple Podcasts | #116 |  Austria/Business/Marketing |
Apple Podcasts | #237 |  Ukraine/Business/Marketing |
Audience Metrics
Listeners, social reach, demographics and more for this podcast.
| Listeners per Episode | Gender Skew | Location | |||
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| Interests | Professions | Age Range | |||
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Frequently Asked Questions About Decoding German Retail
What is Decoding German Retail about and what kind of topics does it cover?
This show breaks down how international brands win in the toughest retail market in Europe by revealing the actual mechanisms inside German grocery, from listing negotiations, pricing architecture, and trade spend to delivery against retailer expectations. Episodes mix insider experience with practical playbooks, focusing on data-driven decisions, shelf dynamics, and market-entry guardrails. Listeners get blunt, actionable guidance on preparing for buyer meetings, crafting data-backed pitches, and sustaining momentum after listings, with a consistent emphasis on real-world constraints and long-term collaboration with retailers. A standout is the host's firsthand perspective from senior roles at major grocers, delivering transparent, battle-... more
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How many episodes of Decoding German Retail are there?
Decoding German Retail launched 4 months ago and published 27 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.
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