Leading Grocery Brands in France: Q2 2024 Performance Analysis

Introduction

In the competitive landscape of grocery stores in France, brands like Lidl Stiftung & Co. KG, Picard Surgelés, and Monoprix S.A. have emerged as leaders in Q2 2024. This article delves into their digital presence, audience trends, and advertising strategies, using comprehensive data provided by Sensor Tower.

Lidl Stiftung & Co. KG

Lidl is renowned for its vast network of discount retail stores across Europe. Its digital footprint is substantial, with its website, lidl.com, and the Lidl Plus app.

• Audience Trends: From Q1 to Q2 2024, lidl.com maintained a strong presence with monthly visits peaking at over 66M in May before a slight dip in June. The monthly true audience consistently remained above 10M throughout the quarter.

• App Engagement: The Lidl Plus app saw monthly active users grow from approximately 6.3M in January to nearly 6.8M in June, reflecting stable mobile engagement.

• Ad Spend & Channels: Lidl increased its monthly advertising expenditure significantly, with a peak spend of over $3.4M in May. Facebook and Instagram were dominant channels, driving substantial impressions.

Picard Surgelés

Picard is a leading retailer specializing in frozen foods, known for its quality and convenience. Its online presence is anchored by its website, picard.fr, and the Picard - Courses & Recettes app.

• Audience Trends: Picard.fr experienced a variable trend, with monthly visits peaking in May at over 11M before dropping in June. The monthly true audience ranged between 1.3M and 2.7M during this period.

• App Engagement: The app's monthly active user base decreased from over 930K in January to around 530K in June, indicating a shift in user engagement.

• Ad Spend & Channels: Picard's monthly ad spend fluctuated, peaking at over $0.5M in March. Facebook and Instagram were key channels, contributing to high impression counts.

Monoprix S.A.

Monoprix is a prominent French retailer offering a variety of grocery and retail products. Its digital strategy includes its website, monoprix.fr, and the Monoprix – M’ Loyalty app.

• Audience Trends: Monoprix.fr's monthly visits showed fluctuations, reaching a high of over 6.4M in March. The monthly true audience was stable, hovering around 0.5M to 1M.

• App Engagement: The app maintained a consistent monthly active user base, starting at approximately 196K in January and ending at 191K in June.

• Ad Spend & Channels: Monoprix increased its monthly ad spend significantly in June to over $0.38M, with Facebook as the leading channel for impressions.

Conclusion

In Q2 2024, Lidl, Picard, and Monoprix have demonstrated robust digital strategies in the French grocery sector. Sensor Tower's comprehensive data, spanning web and app insights to advertising analysis, provides unparalleled insights into these brands' performances, highlighting their unique approaches to engaging with audiences across platforms. This data-driven approach offers significant advantages for decision-makers seeking to optimize their digital strategies. For more detailed insights, explore Sensor Tower’s products and services.