Leading Grocery Store Brands in Germany: Q4 2023 Analysis

In the highly competitive grocery store sector in Germany, three brands have stood out in Q4 2023: Lidl Stiftung & Co. KG, REWE Group, and ALDI Inc. This article delves into their digital presence and advertising strategies, drawing on comprehensive data from Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.

Lidl Stiftung & Co. KG

Lidl is renowned for its extensive network of discount supermarkets across Europe. Its digital presence spans its websites, lidl-kochen.de and lidl.com, complemented by the Lidl Plus app.

• Audience Trends:

  • lidl-kochen.de: Experienced a decline in monthly visits from 7.9M in October to 6.2M in December. Unique monthly visits remained stable around 1.1M.

  • lidl.com: Showed fluctuating monthly visits, peaking at 54M in November before dropping to 49M in December. Unique monthly visits hovered around 6M.

• App Engagement:

  • The Lidl Plus app saw a consistent increase in monthly active users, from 9.3M in October to over 10.5M by December.

• Ad Spend & Channels:

  • Total monthly ad spend was robust, fluctuating between $1.6M and $2M, with Facebook and Instagram leading channels. Impressions reached over 400M in October.

REWE Group

REWE Group is a prominent player in the European retail and tourism sectors. It maintains a strong online presence through rewe-group.com and rewe.de, with the REWE - Supermarkt app enhancing their digital strategy.

• Audience Trends:

  • rewe-group.com: Monthly visits were stable, peaking at 3.3M in December. Unique monthly visits were around 300K.

  • rewe.de: Displayed a steady increase in monthly visits, reaching 48M by December, with unique monthly visits surpassing 6.5M.

• App Engagement:

  • The REWE app showed growth in monthly active users, reaching 4.7M by December.

• Ad Spend & Channels:

  • Monthly ad spend increased from $5M to over $6M in December, with significant impressions across Facebook and Instagram, totaling over 1B in October.

ALDI Inc.

ALDI is a global leader in the discount grocery sector, known for its cost-effective products. Its digital strategy includes aldi-sued.de and aldi.com, with apps like ALDI TALK and ALDI SÜD Angebote & Prospekte.

• Audience Trends:

  • aldi-sued.de: Monthly visits decreased from 27M in October to 22.7M in December. Unique monthly visitors saw a slight increase.

  • aldi.com: Monthly visits showed a slight increase, reaching 1.6M in December.

• App Engagement:

  • ALDI TALK maintained around 7.5M monthly active users. ALDI SÜD Angebote & Prospekte saw an increase to 1.8M users by December.

• Ad Spend & Channels:

  • A surge in monthly ad spend to over $8M was noted in December, with Facebook and Instagram driving significant impressions, peaking at over 1.5B.

Conclusion

The Q4 2023 data highlights the dynamic strategies of Lidl, REWE, and ALDI in Germany's grocery sector. With Sensor Tower's unparalleled insights, brands can cross-reference web, app, and advertising data to understand cross-platform user behavior. Explore our Web Insights, App Performance Insights, and Pathmatics for deeper analysis. These insights empower decision-makers to strategize effectively in a competitive market.