Leading Grocery Brands in France: A Q4 2024 Analysis

Introduction

In the dynamic landscape of France's grocery sector, brands are leveraging digital platforms to capture consumer attention. In Q4 2024, Lidl Stiftung & Co. KG, Picard Surgelés, and Monoprix S.A. emerged as leaders in monthly deduplicated audience across their websites and apps. This article delves into their performance, highlighting key trends and insights from Q3 to Q4 2024. Thanks to Sensor Tower's comprehensive data, we can explore cross-platform user behavior, monthly ad spend, and engagement.

Lidl Stiftung & Co. KG

Lidl's digital strategy encompasses its website, lidl.com, and the Lidl Plus app.

• Audience Trends: From Q3 to Q4 2024, lidl.com maintained a stable audience, with visits peaking in November at over 78M before dipping in December. The monthly deduplicated audience remained consistently above 11M throughout the quarter.

• App Engagement: The Lidl Plus app saw a stable monthly active user base around 3M, indicating strong mobile engagement.

• Ad Spend & Channels: Lidl's monthly advertising spend was robust, exceeding $2.7M, with significant impressions on Facebook and Instagram. Notably, TikTok impressions increased in December, reflecting a strategic focus on this platform.

Picard Surgelés

Picard's digital presence includes picard.fr and the Picard - Courses & Recettes app.

• Audience Trends: Picard.fr saw a dramatic rise in visits, reaching nearly 28M in December, a notable increase from Q3. The monthly deduplicated audience also grew significantly, surpassing 3M by year-end.

• App Engagement: The app's monthly active users more than doubled by December, exceeding 180K, suggesting increasing mobile adoption.

• Ad Spend & Channels: Monthly ad spend peaked in December at over $500K, with Instagram as a primary channel. YouTube also saw a surge in impressions, highlighting a diversified ad strategy.

Monoprix S.A.

Monoprix's digital channels include monoprix.fr and the Monoprix – M’ Loyalty app.

• Audience Trends: Monoprix.fr experienced a steady increase in unique visits, reaching over 560K in December. The monthly deduplicated audience grew to about 710K, reflecting consistent web engagement.

• App Engagement: The app's monthly active users rose to over 60K by December, indicating a gradual but steady increase.

• Ad Spend & Channels: Monoprix significantly increased monthly ad spend in Q4, particularly in December, with Facebook and Instagram driving large volumes of impressions.

Conclusion

The Q4 2024 data reveals that Lidl, Picard, and Monoprix effectively leveraged their web and app platforms to engage audiences, supported by strategic ad spending across multiple channels. Sensor Tower's unparalleled insights into cross-platform user behavior, available through Web Insights, App Performance Insights, and Pathmatics, provide the tools necessary for understanding these trends and optimizing digital strategies. By harnessing these insights, decision-makers can drive growth and outperform competitors in a rapidly evolving market.