While discounters is predicted to continue outperforming other grocery retail channels in 2024, as it is likely to benefit from economic stagnation in Germany and consumers’ cost-consciousness, this trend is expected to be reversed once the economy recovers, leading to a stronger performance from supermarkets than discounters in the second half of the forecast period.
Pricing strategies of discounters are expected to remain focused on premium private label products, with an emphasis on the price-quality ratio rather than the lowest prices, especially for the two largest chains Aldi and Lidl. These players aim to be perceived as one-stop shopping destinations, competing more directly with the larger store formats of supermarkets and hypermarkets.
Due to a business model based on low costs and the simplicity of the channel’s operations, home delivery through e-commerce for food and drinks, including perishables, is likely to remain outside of the core strategy of discounters, reflecting the complex logistics required to make home delivery profitable. Following a trial limited to three cities, Aldi Süd announced in late 2023 that it would not expand its service offering home delivery for food.
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Understand the latest market trends and future growth opportunities for the Discounters industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See All of Our DefinitionsThis report originates from Passport, our Discounters research and analysis database.
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