Germany's Leading Grocery Brands in Q1 2025: A Data-Driven Analysis

Introduction

As the grocery sector in Germany continues to evolve, brands like REWE Group, Lidl Stiftung & Co. KG, and ALDI Inc. are leading the charge. In Q1 2025, these brands maintained a strong digital presence across websites and apps, drawing significant audiences. Sensor Tower's comprehensive datasets provide unique insights into these brands' performances, highlighting trends in audience engagement, app usage, and advertising strategies.

REWE Group

REWE Group's digital presence is anchored by its websites, rewe-group.com and rewe.de, along with the REWE - Supermarkt app.

• Audience Trends: From Q4 2024 to Q1 2025, both websites showed a consistent increase in visits. Notably, rewe.de saw visits rise from around 55M in October to over 68M in March. Monthly true audience figures for rewe.de remained robust, consistently above 15M.

• App Engagement: The REWE - Supermarkt app experienced substantial growth in monthly active users, starting at over 6M in October and reaching more than 10M by March, underscoring a strong mobile engagement.

• Ad Spend & Channels: REWE's monthly advertising spend peaked in October at over $7M, with a preference for Facebook and Instagram channels, delivering high impressions across both platforms.

Lidl Stiftung & Co. KG

Lidl's digital strategy encompasses its websites, lidl-kochen.de, lidl-reisen.de, and lidl.com, alongside the Lidl Plus app.

• Audience Trends: Lidl.com maintained a steady increase in visits, surpassing 80M in March. Monthly true audience numbers for lidl.com consistently hovered around 19M, highlighting a significant web presence.

• App Engagement: The Lidl Plus app saw a steady rise in monthly active users, exceeding 16M by the end of Q1 2025, reflecting strong user engagement.

• Ad Spend & Channels: Lidl's monthly ad spending showed a notable increase in March, reaching over $2.5M, with Instagram being a major channel for impressions.

ALDI Inc.

ALDI's digital ecosystem includes aldi-reisen.de and aldi-sued.de, supported by the ALDI TALK and ALDI SÜD Angebote & Prospekte apps.

• Audience Trends: ALDI's websites showed fluctuating visits, with aldi-sued.de peaking at around 42M visits in January. Monthly true audience figures for aldi-sued.de remained stable, close to 6M.

• App Engagement: The ALDI TALK app's monthly active users slightly decreased over the quarters, hovering around 5.5M by March, indicating a stable user base.

• Ad Spend & Channels: ALDI's monthly ad spend was highest in October at approximately $7.6M, with significant impressions on Facebook and Instagram.

Conclusion

The grocery store landscape in Germany is dynamic, with REWE Group, Lidl, and ALDI leading through diverse digital strategies. Sensor Tower's unparalleled data offerings provide critical insights into these brands' performances, highlighting trends across web, app, and advertising platforms. As digital engagement continues to shape consumer behavior, these insights are invaluable for understanding the evolving market landscape. By leveraging Sensor Tower's comprehensive analytics, decision-makers can gain a competitive edge in this fast-paced industry.