Discounters is expected to see a weakening of its current value growth over the course of the forecast period. The price advantage of discounters against supermarkets and hypermarkets is likely to become narrower, as the latter two channels are expected to continue their focus on price promotions for key brands.
Discounters are expected to increasingly focus on high-traffic areas which can be conveniently reached without a car. In 2021, Aldi Nord set up three specialised real estate offices in Berlin, Essen and Hamburg in order to build a cooperation with the city authorities and investors, as it seeks to accelerate its expansion through city centre locations, such as multi-storey shopping centres, alongside offices and residential buildings.
Discounters have traditionally shied away from offering e-commerce for fmcg in Germany, as their business model, based on low costs and simplicity of operations, remains hard to reconcile with the complex logistics required to make home delivery of perishable items profitable. However, several initiatives outside of Germany are leading to a growing interest from major players in offering such services.
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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 Definitions
This report originates from Passport, our Discounters research and analysis database.
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