Supermarket dynamics in Germany: discounters on the rise, traditional players under pressure
From January 2024 to September 2025, Germany’s supermarket landscape has continued to evolve — and the trend is unmistakable: discounters are gaining ground. Based on real-world shopper behaviour, our analysis shows that discounters have grown their share of visits from 46.5% to 47.2%, while non-discounters have seen a corresponding decline.
This shift might seem modest at first glance, but in a market as large and competitive as Germany, even small percentage points translate into millions of shopping trips. It also reflects broader consumer sentiment: value and efficiency are taking precedence as inflation, convenience, and loyalty trends reshape how Germans shop for groceries.
Discounters gain traction
Across the 21-month period analysed, discounters such as Penny, Aldi, Lidl, Netto Marken-Discount and Aldi Süd have collectively increased their relative presence. Among them, Penny stands out as the strongest climber — moving from a 3.7% to 4.4% visit share — while Lidl shows a notable downward trend, from 14.7% to 13.4%.
This development aligns with recent news in the sector. Penny has been investing in refreshed store formats and expanding its regional assortments, particularly in urban areas. Lidl has faced higher cost pressures linked to its international expansion and ongoing store modernisations, impacting its local momentum.
The overall picture is one of resilience through affordability — a hallmark of the German food retail model that continues to serve discounters well.
Edeka expands, Rewe slips
Among non-discounters, Edeka continues to strengthen its position, slightly increasing its visit share from 22.3% to 22.5%. In contrast, Rewe shows a soft decline over the same period, falling to 21.9%. Kaufland remains stable at around 8.5–9%.
Edeka’s growth reflects the group’s decentralised structure and local focus — with independent retailers tailoring their assortment to regional needs. Rewe, on the other hand, has been investing heavily in e-commerce and logistics. While this strengthens its omnichannel reach, it may temporarily divert attention from in-store dynamics.
Even small shifts in visit share can redefine competition in a market like Germany. The strongest brands are those that manage to balance price, proximity, and trust — and keep doing so consistently, even as shopper expectations evolve.
Regional contrasts: different stories in Berlin and Saarland
Looking at regional dynamics, Berlin and Saarland show two very different supermarket landscapes.
In Berlin, non-discounters lead the way — Edeka captures 27% of all visits, followed by Rewe (23%) and Lidl (14%).
In Saarland, the picture looks quite different: Aldi Süd leads with 25%, ahead of Lidl (18%) and Rewe (21%).
These contrasts underline that supermarket performance in Germany is highly local. Each region tells its own story, shaped by factors like store density, customer habits, and competitive mix.
Loyalty and visit frequency: a reflection of trust
Looking at return visits (frequency) adds another layer of insight. In Berlin, non-discounters like Edeka and Rewe attract the most loyal visitors, averaging over 3.3 visits per month, while discounters see slightly lower repeat rates. In Saarland, however, Aldi Süd and Lidl record even higher visit frequencies than Rewe, showing that discounters can inspire strong loyalty too — especially when proximity and price are aligned.
The ability to track these dynamics region by region is key. Retailers can no longer afford to rely on averages — real growth depends on understanding local performance and acting fast when the data signals change.
The bigger picture
The evolution of the German supermarket market confirms what many already feel: consumer behaviour is shifting gradually but firmly towards value-driven retail. In times of economic uncertainty, discounters gain ground — not just because of lower prices, but because they have become smarter, more accessible, and more responsive to local needs.