Leading Grocery Brands in Germany: Q1 2024 Analysis

Introduction

In the competitive landscape of Germany's grocery sector, three brands stand out as leaders: Lidl Stiftung & Co. KG, REWE Group, and ALDI Inc. With data spanning from Q4 2023 to Q1 2024, Sensor Tower provides a comprehensive look into their digital presence. This analysis highlights the monthly deduplicated audiences across their websites and apps, showcasing trends and engagement.

Lidl Stiftung & Co. KG

Lidl's digital ecosystem includes the websites lidl-kochen.de and lidl.com, along with the Lidl Plus app.

• Audience Trends:

  • lidl-kochen.de saw fluctuating visits, peaking in January 2024 with over 7.7M visits.

  • lidl.com maintained a strong presence, with visits exceeding 61M in March 2024.

  • True Audience figures grew steadily, with March 2024 reaching over 12.5M for lidl-kochen.de and 14.8M for lidl.com.

• App Engagement:

  • The Lidl Plus app experienced an increase in monthly active users, ending Q1 2024 with approximately 2.6M users.

• Ad Spend & Channels:

  • Lidl's monthly ad spend peaked in March 2024 at over $2.7M, with significant impressions primarily on YouTube and Instagram.

REWE Group

REWE's digital presence is robust with sites like rewe-group.com, rewe-reisen.de, and rewe.de, complemented by the REWE - Supermarkt app.

• Audience Trends:

  • rewe-group.com showed growth in unique visits, peaking at over 413K in February 2024.

  • rewe.de consistently attracted a large audience, with visits surpassing 48M in March 2024.

  • True Audience for rewe.de reached over 10.8M by March 2024.

• App Engagement:

  • The REWE app saw a steady increase in monthly active users, closing the quarter with around 3.7M users.

• Ad Spend & Channels:

  • REWE's monthly ad expenditure was highest in December 2023, exceeding $6.3M, with Facebook and Instagram being key channels.

ALDI Inc.

ALDI's digital reach includes aldi.com and the ALDI TALK app.

• Audience Trends:

  • aldi.com maintained a stable visit count, with unique visits around 120K in March 2024.

  • True Audience figures were strong, with the app-only segment dominating, reaching over 6.7M in March 2024.

• App Engagement:

  • The ALDI TALK app saw a slight decline in monthly active users, stabilizing at about 1.6M by the end of Q1 2024.

• Ad Spend & Channels:

  • ALDI's monthly advertising peaked in December 2023, with ad spend surpassing $8.1M, leveraging Facebook and Instagram heavily.

Conclusion

The data provided by Sensor Tower underscores the dynamic digital strategies employed by Lidl, REWE, and ALDI. Each brand shows unique strengths in web and app engagement, supported by strategic advertising. Sensor Tower's unparalleled cross-platform insights offer critical visibility into these trends, empowering brands to optimize their digital presence. For more insights, explore Sensor Tower's products and services.