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Decoding German Retail

Decoding German Retail

By: Jan Lars Wapelhorst - WFR Advisory
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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 — until it's too late.

Decoding German Retail is hosted by Jan Wapelhorst, former buying director at EDEKA, REWE, and Lidl. After 16 years on the other side of the table, he now helps international food manufacturers navigate the complexities of German retail — from Category Management and listing negotiations to pricing architecture and trade spend.

Each episode decodes one specific mechanism of the German market. No theory, no fluff — just the insider perspective that buyers never share openly.

Whether you're planning your market entry, preparing for a buyer meeting, or trying to understand why your product keeps getting rejected — this podcast gives you the answers you won't find anywhere else.

New episodes bi-weekly.

Website: wfr-advisory.com

Contact: info@wfr-advisory.com

LinkedIn: Jan Wapelhorst

Author: Jan Wapelhorst

Language: English

2026 Jan Lars Wapelhorst - WFR Advisory
Episodes
  • Episode 4: How Buyers Actually Think

    Episode 4: How Buyers Actually Think
    Apr 2 2026

    You've prepared your product, your pricing, your pitch deck. But have you prepared for the person? In this episode, Jan Wapelhorst reveals how German retail buyers actually operate — from the five buyer archetypes he observed over 16 years, to the cognitive overload of managing 800+ SKUs, to the internal pressure systems that shape every decision. If you want to succeed in a buyer meeting, understanding the system isn't enough. You need to understand the human being sitting across the table.

    Topics covered: buyer archetypes, negotiation psychology, internal KPIs, buyer turnover, loss aversion, meeting preparation, EDEKA regional structure.

    Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail.

    Website: wfr-advisory.com

    Email: info@wfr-advisory.com
    Show More Show Less
    17 mins
  • Episode 3: The Power of Category Management

    Episode 3: The Power of Category Management
    Apr 1 2026

    Category Management is the single most powerful force in German retail. It determines what ends up on the shelf, where it sits, and when it disappears. In this episode, Jan Wapelhorst takes you inside the real mechanics — from the gap between the official win-win narrative and the reality of data power, to the four category roles every brand needs to understand, to how REWE, EDEKA, ALDI, and Lidl each interpret Category Management completely differently.

    Topics covered: Category Management, category roles, planogram logic, REWE vs. EDEKA vs. ALDI vs. Lidl, co-creation, data as currency, category captain dynamics.

    Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail.

    Website: wfr-advisory.com

    Email: info@wfr-advisory.com"
    Show More Show Less
    19 mins
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