Leading Grocery Brands in France: Q1 2025 Overview

In the competitive grocery market of France, three brands have emerged as leaders in digital engagement and audience reach during Q1 2025. Lidl Stiftung & Co. KG, Picard Surgelés, and Monoprix S.A. have demonstrated significant digital presence across their websites and apps. This article delves into their performance, highlighting key trends and insights provided by Sensor Tower’s comprehensive data offerings.

Lidl Stiftung & Co. KG

Lidl’s digital ecosystem is anchored by its website, lidl.com, and the Lidl Plus app.

• Audience Trends: Throughout Q1 2025, lidl.com maintained a stable monthly true audience above 11M. Visits per unique visitor were consistent, ranging from 9 to 12 visits monthly.

• App Engagement: The Lidl Plus app saw monthly active users fluctuate between 7.6M and 8M, indicating a robust mobile presence.

• Ad Spend & Channels: Lidl invested significantly in advertising, with monthly spends over $2.5M. Facebook and Instagram were dominant channels, delivering substantial impressions.

Picard Surgelés

Picard’s digital strategy includes its website, picard.fr, and the Picard - Courses & Recettes app.

• Audience Trends: Picard.fr experienced a decline in visits, with monthly unique visits dropping to about 1M by March. Monthly true audience figures decreased from over 3M to below 2M.

• App Engagement: The app's monthly active users decreased from over 1.3M in January to under 900K by March.

• Ad Spend & Channels: Picard’s monthly ad spend decreased steadily, with significant investments in Facebook and Instagram for visibility.

Monoprix S.A.

Monoprix’s online presence includes its website, monoprix.fr, and the Monoprix – M’ Loyalty app.

• Audience Trends: Monoprix.fr saw a slight increase in monthly unique visits, stabilizing at over 500K. Monthly true audience figures remained consistent around 750K.

• App Engagement: The app maintained a stable monthly user base, with active users hovering around 230K.

• Ad Spend & Channels: Monoprix increased its monthly ad spend over the quarter, with Facebook being the primary channel for impressions.

Conclusion

In Q1 2025, Lidl, Picard, and Monoprix have showcased strong digital strategies across web and mobile platforms, driven by substantial monthly advertising investments. Sensor Tower’s unique cross-referencing capabilities provide unmatched insights into cross-platform user behavior, essential for understanding these leading brands' market dynamics. Explore our Web Insights and Pathmatics to gain further insights into the digital landscape.