Study: "Kiosks in Germany – taking stock"
In the third study of the Competence Center for on-the-go Consumption, Prof. Dr. Benoit investigated the kiosk environment in Germany. She addressed the following questions:
- How many kiosks are there in Germany?
- What is their average daily turnover?
- How are kiosks organised?
- How are purchases made?
- What image do kiosks have?
Overall, there is very little information about the kiosk environment in Germany. Estimates concerning the number of kiosks varies greatly (ranging between 18,000 and 48,000).
Kiosks are a regional phenomenon. They appear particularly frequently in conurbations in the federal states of North-Rhine Westphalia and Hessen, as well as in Berlin and Hamburg.
The German kiosk environment is not organised/does not have a branch structure, and is very heterogeneous. High-revenue kiosks are mostly found at transport hubs; neighbourhood kiosks mostly generate less revenue. The average price mark-up in a kiosk when compared to a supermarket is between 37 and 53 per cent. However, the higher price is understood and accepted by customers.
Goods are mostly stored in the kiosk and the capital cover is rather low. Kiosk operators buy frequently (on average every two days) and from different channels. Most operators are guided by the gaps on their shelves.
The main ranges are tobacco products, confectionary, drinks and newspapers. Around 70 per cent of kiosks offer coffee, 20 per cent offer fresh goods such as pastries, bread and fruit.