Leading Grocery Brands in Germany: Q4 2024 Performance Analysis

In the fiercely competitive grocery sector in Germany, several brands have distinguished themselves with impressive digital strategies and audience engagement. This article delves into the performance of three leading brands—Lidl Stiftung & Co. KG, REWE Group, and ALDI Inc.—examining their audience trends, app engagement, and advertising efforts from Q3 to Q4 2024. Sensor Tower’s comprehensive data, encompassing web, app, and advertising insights, provides a unique perspective on these brands’ digital footprints.

Lidl Stiftung & Co. KG

Lidl is renowned for its expansive network of discount supermarkets, known for quality products at competitive prices. Their digital presence spans multiple platforms, including websites like lidl-kochen.de, lidl-reisen.de, and lidl.com, along with the Lidl Plus app.

• Audience Trends:

  • lidl-kochen.de: Visits remained stable, with a slight dip in November followed by an increase to over 6M monthly visits in December.

  • lidl-reisen.de: Experienced a gradual decline in monthly visits, ending December with approximately 3.3M.

  • lidl.com: Showed robust growth, peaking at nearly 79M monthly visits in November.

  • True Audience: Across platforms, the monthly true audience showed a steady rise, reaching over 16M by December, with app users dominating the landscape.

• App Engagement:

  • Lidl Plus: Monthly active users grew from 12.5M in July to over 15.5M in December, reflecting increased mobile engagement.

• Ad Spend & Channels:

  • Total monthly ad spend fluctuated, peaking in August at over $2.3M. Facebook and Instagram were primary channels, delivering significant impressions.

REWE Group

As a major player in the retail sector, REWE is known for its comprehensive grocery offerings and commitment to sustainability. Their digital ecosystem includes rewe-group.com and rewe.de, supported by the REWE - Supermarkt app.

• Audience Trends:

  • rewe-group.com: Monthly visits peaked in October at over 8M, with a slight decline towards December.

  • rewe.de: Visits consistently increased, surpassing 62M monthly visits by December.

  • True Audience: Demonstrated a significant rise, reaching nearly 13.3M monthly by December, driven by an effective blend of web and app users.

• App Engagement:

  • REWE - Supermarkt: Monthly active users climbed from 5.9M in July to over 7.6M in December, indicating robust user engagement.

• Ad Spend & Channels:

  • Monthly ad spend peaked in October at approximately $7.3M, with Instagram and Facebook being key channels for impressions.

ALDI Inc.

ALDI, a leader in the discount retail sector, is recognized for its efficient supply chain and value-driven offerings. Their digital strategy is anchored by aldi-sued.de and the ALDI SÜD Angebote & Prospekte app.

• Audience Trends:

  • aldi-sued.de: Monthly visits showed a consistent pattern, peaking at over 42M in September.

  • True Audience: Grew steadily, reaching over 6.2M monthly by December, with a balanced distribution between app and web visitors.

• App Engagement:

  • ALDI SÜD Angebote & Prospekte: Monthly active users increased from 1.7M in July to nearly 2.4M in December, highlighting strong app engagement.

• Ad Spend & Channels:

  • Monthly ad spend peaked in October at over $7.6M, with Facebook and Instagram leading in impressions delivered.

Conclusion

The digital strategies of Lidl Stiftung & Co. KG, REWE Group, and ALDI Inc. have demonstrated substantial growth and engagement across their websites and apps in Q4 2024. Sensor Tower’s unparalleled data insights, including Web Insights, App Performance Insights, and Pathmatics, provide critical understanding of cross-platform user behavior, enabling these brands to effectively navigate the competitive landscape of Germany’s grocery sector.

For decision-makers and investors, leveraging Sensor Tower’s comprehensive analytics can unlock strategic advantages, ensuring informed decisions in an ever-evolving market.