Leading Grocery Store Brands in Germany: Q2 2024 Analysis

Introduction

In the competitive landscape of grocery stores in Germany, Lidl Stiftung & Co. KG, REWE Group, and ALDI Inc. stand out as leaders. Using data from Q2 2024, we explore the digital presence and performance of these brands across their websites and apps. This analysis is powered by Sensor Tower’s unique capabilities, offering unparalleled insights into cross-platform user behavior.

Lidl Stiftung & Co. KG

Lidl's digital footprint is extensive, with websites like lidl-kochen.de, lidl-reisen.de, and lidl.com, along with the Lidl Plus app.

• Audience Trends:

  • lidl-kochen.de saw a peak of 7.7M monthly visits in May, with unique visits remaining around 1.2M.

  • lidl-reisen.de experienced a notable increase in May with visits reaching nearly 4M monthly.

  • lidl.com consistently attracted high traffic, peaking at 65M monthly visits in May.

• App Engagement:

  • The Lidl Plus app maintained over 11.5M monthly active users, peaking in May.

• Ad Spend & Channels:

  • Total monthly ad spend fluctuated around $2.4M, with significant impressions from Facebook and Instagram.

REWE Group

REWE's digital presence is marked by rewe-group.com, rewe-reisen.de, and rewe.de, alongside the REWE - Supermarkt app.

• Audience Trends:

  • rewe.de led with consistent monthly visits exceeding 54M.

  • rewe-reisen.de showed an increase in June with visits surpassing 1M monthly.

• App Engagement:

  • The REWE - Supermarkt app saw growth, with monthly active users increasing to 5.6M by June.

• Ad Spend & Channels:

  • Monthly ad spend was robust, peaking at over $5.8M in May, with heavy investment in Facebook and Instagram channels.

ALDI Inc.

ALDI’s digital strategy includes aldi-sued.de and the ALDI SÜD Angebote & Prospekte app.

• Audience Trends:

  • aldi-sued.de consistently attracted over 33M monthly visits.

  • Monthly true audience numbers showed steady growth, reaching 5.7M by June.

• App Engagement:

  • The ALDI SÜD Angebote & Prospekte app maintained around 1.8M monthly active users.

• Ad Spend & Channels:

  • ALDI’s monthly ad spend hovered around $4.6M, with significant impressions from Instagram and Snapchat.

Conclusion

The analysis of Q2 2024 data highlights the robust digital strategies of Lidl, REWE, and ALDI. Each brand effectively leverages its websites and apps to engage audiences across platforms. Sensor Tower’s comprehensive data offerings provide invaluable insights into these cross-platform behaviors, underscoring its role as a leader in digital market intelligence. By utilizing Sensor Tower's insights, decision-makers can strategically navigate the evolving digital landscape with precision and confidence.