Leading Grocery Store Brands in France: Q1 2025 Analysis

Introduction

In the dynamic landscape of French grocery retail, several brands distinguish themselves through impressive digital presence and audience reach. In Q1 2025, Lidl Stiftung & Co. KG, Picard Surgelés, and Monoprix S.A. emerged as leaders in the Grocery Stores category. This article delves into their performance across websites and apps, highlighting notable trends and insights drawn from Sensor Tower's comprehensive data offerings.

Lidl Stiftung & Co. KG

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

• Audience Trends: Throughout Q1 2025, lidl.com maintained a robust presence with unique visits consistently above 5M per month. The monthly deduplicated audience, combining web and app users, remained stable above 10M.

• App Engagement: Lidl Plus saw monthly active users hover around 3M, indicating strong mobile engagement.

• Ad Spend & Channels: Lidl's monthly ad spend was significant, peaking at over $3M in January, with Facebook and Instagram as primary channels, delivering billions of impressions.

Picard Surgelés

Picard's digital footprint is defined by its website, picard.fr, and the Picard - Courses & Recettes app.

• Audience Trends: Picard.fr experienced fluctuations, with unique visits ranging from 1M to nearly 1.9M per month. The monthly deduplicated audience decreased over the quarter, stabilizing just under 2M.

• App Engagement: The app's monthly active user base decreased, settling around 140K by March, reflecting a dip in mobile engagement.

• Ad Spend & Channels: Monthly ad spend was moderate, starting at nearly $0.5M in January and tapering off. Facebook and Instagram were the dominant channels, providing substantial reach.

Monoprix S.A.

Monoprix leverages its website, monoprix.fr, and the Monoprix – M’ Loyalty app for customer engagement.

• Audience Trends: Monoprix.fr saw unique visits between 400K and 600K per month, with a steady monthly deduplicated audience around 700K.

• App Engagement: The app's monthly active users remained stable, fluctuating slightly above 60K.

• Ad Spend & Channels: Monthly ad expenditure was consistent, with Facebook leading in impressions. Spend peaked in February at around $300K.

Conclusion

In Q1 2025, Lidl, Picard, and Monoprix demonstrated robust digital strategies in France's grocery sector. Sensor Tower's unparalleled data insights reveal the intricacies of audience behavior across platforms, highlighting the critical role of digital presence in retail success. By leveraging Web Insights, App Performance Insights, and Pathmatics, brands can gain a comprehensive understanding of market dynamics and optimize their strategies accordingly. This empowers decision-makers to navigate the competitive landscape with confidence, supported by Sensor Tower's data-driven insights.