Customer satisfaction with discount grocery stores Germany 2024

In 2024, German customers of discount grocery stores expressed varying levels of satisfaction with different chains. According to an online survey, Aldi Süd, Lidl, and Aldi Nord received the highest satisfaction ratings. The scores are based on the German school grading system, where 1 represents the best rating and 5 the lowest.

Aldi Nord or Aldi Süd

Aldi is divided into Aldi Nord and Aldi Süd due to a business split between the founding brothers, Karl and Theo Albrecht, in 1961. The division was based on a disagreement over whether to sell cigarettes in their stores. As a result, they split the company geographically, with Theo taking control of Aldi Nord (Northern Germany) and Karl managing Aldi Süd (Southern Germany). Although they operate independently, both companies retain the Aldi name and follow similar discount retail models, but with distinct store brands and product lines. By 2023, Aldi Nord operated approximately 2,200 stores in northern Germany, while Aldi Süd ran around 2,012 stores in the southern regions. Despite having fewer stores, Aldi Süd has consistently generated higher revenue than Aldi Nord in recent years. 

Lidl 

Lidl is the Aldi Group's biggest competitor, operating under a similar business model that emphasizes simplicity, efficiency, and cost savings for both the company and its customers. Like Aldi, Lidl offers a more limited selection of products compared to traditional supermarkets and keeps store services minimal. In 2023, Lidl operated approximately 3,260 stores in Germany, generating over 33 billion euros in revenue. Although the Aldi Group has a larger number of stores, Lidl has outpaced them in terms of overall revenue.