Leading Grocery Brands in Germany: Q1 2024 Insights

As the grocery retail landscape in Germany continues to evolve, leading brands are leveraging digital platforms to enhance customer engagement. In Q1 2024, Lidl Stiftung & Co. KG, REWE Group, and ALDI Inc. emerged as dominant players, showcasing impressive digital footprints. This article explores their performance across websites and apps from Q4 2023 to Q1 2024, using comprehensive data provided by Sensor Tower.

Lidl Stiftung & Co. KG

Lidl is renowned for its extensive network of discount supermarkets, and its digital presence is equally robust, with its websites, lidl-kochen.de and lidl.com, complemented by the Lidl Plus app.

• Audience Trends:

  • lidl-kochen.de saw a significant spike in January 2024, with visits soaring above 10M, before stabilizing around 7M in March.

  • lidl.com maintained a steady increase, peaking at over 60M visits in March.

  • The combined monthly true audience surpassed 12M in March, with a notable increase in app-only visitors.

• App Engagement:

  • The Lidl Plus app experienced a steady rise in monthly active users, reaching over 11M in March 2024.

• Ad Spend & Channels:

  • Lidl’s monthly ad spend peaked in March at approximately $2.8M, with significant impressions from YouTube and Instagram.

REWE Group

Known for its comprehensive range of groceries and household goods, REWE’s digital strategy is highlighted by its websites, rewe-group.com and rewe.de, along with the REWE - Supermarkt app.

• Audience Trends:

  • rewe-group.com and rewe.de both showed growth, with rewe.de reaching nearly 48M visits in March.

  • Monthly true audience figures rose consistently, surpassing 10M by March.

• App Engagement:

  • The REWE - Supermarkt app saw monthly user numbers increase steadily, exceeding 5.4M active users by March.

• Ad Spend & Channels:

  • Monthly ad spend remained substantial, with a peak of over $6.3M in December 2023, focusing on Facebook and Instagram.

ALDI Inc.

ALDI, a leader in the discount retail market, has a digital ecosystem that includes aldi-sued.de and aldi.com, supported by ALDI TALK and ALDI SÜD Angebote & Prospekte apps.

• Audience Trends:

  • aldi-sued.de experienced a surge in February, with visits exceeding 35M.

  • Monthly true audience numbers remained stable, hovering around 5M throughout the quarter.

• App Engagement:

  • Both apps showed stable engagement, with ALDI TALK maintaining around 7M monthly active users.

• Ad Spend & Channels:

  • ALDI’s monthly ad spend was highest in December at over $8M, with significant impressions driven by Facebook and Instagram.

Conclusion

The digital strategies of Lidl, REWE, and ALDI reflect a strong commitment to engaging consumers across multiple platforms. With Sensor Tower’s unparalleled cross-referencing capabilities, brands can gain critical insights into web and app user behavior, ensuring they remain at the forefront of Germany’s grocery market.

For detailed insights into web and app performance, Sensor Tower’s Web Insights and App Performance Insights provide comprehensive data, while Pathmatics offers advertising analytics. These tools are essential for brands looking to optimize their digital presence in an increasingly competitive market.