Most popular discounter supermarkets in Germany 2021

The majority of German consumers pick Aldi as far as shopping at discounters is concerned. Other popular discounters, based on this ranking, included Lidl and Netto.

Aldi, Lidl, Netto

Discounters typically have products priced lower than in other supermarkets. In German food retail, discounters hold a 42 percent revenue share. Besides financial reasons, consumers may shop at discounters also because of certain food brand preferences or simply if that type of store is the only one available in the area. Aldi, Lidl and Netto were the leading discounter supermarkets based on both purchase share among consumers and revenue.

Groceries and daily needs

Among German discounters, Aldi consistently had the most customers, followed by Lidl and Netto or Penny. Especially nowadays there are a variety of options for grocery and daily needs product shopping, but surveys show that the vast majority of consumers do so in supermarkets and discounters.

Ranking of the most popular discounter supermarkets (purchase in the last six months) in Germany from 2018 to 2021

Characteristic	2018	2019**	2020	2021
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Release date

November 2021

More information

Region

Germany

Survey time period

2018 to 2021

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information on basic sample:
The survey is based on the German-speaking population aged 14 years and older.

Information on random sample:
2018: 23,086 respondents, projected base of 70.45 million persons
2019: 23,120 respondents, projected base of 70.60 million persons
2020: 23,138 respondents, projected base of 70.63 million persons
2021: 22,563 respondents, projected base of 70.54 million persons

The figures refer to the following studies:
2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021; 2021: VuMA 2022.

You can find more information on the methodology of the study here and in the report.

Multiple answers were possible. Therefore, percentage points may exceed 100 percent.

The question was phrased by the source as follows: "At which of the following supermarkets did you personally make a purchase in the last six months?" (Original German question: "Und in welchen der aufgeführten Supermärkte haben Sie persönlich in den letzten sechs Monaten eingekauft?")