Leading Grocery Brands in Germany: Q3 2024 Overview

Introduction

In the competitive landscape of grocery retail in Germany, several brands have carved out significant digital footprints. In Q3 2024, Lidl Stiftung & Co. KG, REWE Group, and Netto Marken-Discount emerged as leaders in the Grocery Stores category, demonstrating impressive numbers in monthly deduplicated audiences across their websites and apps. This article delves into the performance and trends of these brands, based on insights provided by Sensor Tower.

Lidl Stiftung & Co. KG

Lidl's digital ecosystem is anchored by its websites, lidl-kochen.de, lidl-reisen.de, and lidl.com, alongside the Lidl Plus app.

• Audience Trends: From Q2 to Q3 2024, Lidl saw a steady increase in its monthly deduplicated audience, surpassing 13.5M by September. This growth was primarily driven by the web platforms, with lidl.com consistently attracting over 6M monthly visits.

• App Engagement: The Lidl Plus app maintained strong engagement, with monthly active users rising to over 2.7M by September, indicating a robust mobile presence.

• Ad Spend & Channels: Lidl's monthly ad spend fluctuated, peaking in June with over $2.4M. Facebook and Instagram were the dominant channels, delivering millions of monthly impressions.

REWE Group

REWE's digital footprint is marked by its websites, rewe-group.com, rewe-reisen.de, and rewe.de, along with the REWE - Supermarkt app.

• Audience Trends: REWE experienced stable growth, with a monthly deduplicated audience reaching approximately 6.3M by September. The website rewe.de was particularly popular, with over 6M monthly visits.

• App Engagement: The REWE - Supermarkt app saw consistent usage, with monthly active users peaking at about 3.7M in September.

• Ad Spend & Channels: REWE's monthly ad spend was substantial, hitting nearly $7M in September. Instagram and Facebook were key platforms, generating billions of monthly impressions.

Netto Marken-Discount

Netto's digital offerings include netto-online.de and the Netto-App.

• Audience Trends: Netto saw an upward trend in monthly deduplicated audience, reaching around 5.9M by September. The website netto-online.de consistently attracted over 10M monthly visits.

• App Engagement: The Netto-App showed a positive trajectory in user engagement, with monthly active users climbing to about 450K in September.

• Ad Spend & Channels: Netto's monthly ad expenditure increased significantly, reaching over $1.6M in September, with Facebook and Instagram being the primary channels.

Conclusion

Lidl, REWE, and Netto have demonstrated substantial digital engagement in Q3 2024, leveraging both web and mobile platforms effectively. Sensor Tower's comprehensive data offerings, including Web Insights, Pathmatics, and App Performance Insights, provide unparalleled insights into these brands' cross-platform strategies, offering a critical lens into consumer behavior in the digital grocery landscape. By utilizing Sensor Tower's analytics, decision-makers can gain a competitive edge in understanding and navigating the digital market.