Competitive Landscape
Lidl Leverages Price Image and Advertising to Strengthen Lead
Discounters is a highly concentrated channel, with a few companies controlling the vast majority of value sales. The top five companies in 2025—Lidl Stiftung and Co KG, Aldi Süd, Edeka Zentrale AG and Co KG, Aldi Nord, and Penny-Markt GmbH—accounted for a combined value share of 93%.
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Overview:
Understand the latest market trends and future growth opportunities for the Discounters industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Discounters industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Discounters in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Discounters in Germany?
- Which are the leading retailers in Discounters in Germany?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Discounters in Germany - Category analysis
Key Data Insights
Discounters Remain on Top Despite Increasing Competition
Discounters Remain on Top Despite Increasing Competition
Aldi Süd Extends Delivery Trials to Reach More Urban Shoppers
Lidl and Galeria Attract Urban Footfall with Joint Store Strategy
Aldi and Lidl Prioritise Network Optimisation as Expansion Slows
Discounters Diversify Their Fresh and Organic Offerings to Retain Shoppers
Cautious E-Commerce Approach Persists Amid Profitability Challenges
Lidl Leverages Price Image and Advertising to Strengthen Lead
Retail in Germany - Industry Overview
Consumers Look for Value Due to Germany's Stagnant Economy
Key Data Insights
Consumers Look for Value Due to Germany's Stagnant Economy
Discounters Shape Price Expectations as Supermarkets Adapt
Rewe Leverages Discount Pricing to Defend Share against Discounters
Discounters and Retail E-Commerce Set New Standards for Value and Convenience
Digital Innovation Will Be Key to Capturing Price-Focused Shoppers
Edeka Strengthens Its Lead Thanks to Expansion
Retail Shake-Up: Kodi, Tedi, and Zalando Reshape the Landscape
Informal Retail
Opening Hours for Physical Retail
Seasonality
Christmas
Summer Sales
Country Reports Disclaimer
Discounters
Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Discounters research and analysis database.
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