Discounters is expected to continue to appeal to many local consumers as a result of a stagnant economy in the first half of the forecast period. Its limited assortment and focus on private label will help price-sensitive consumers better budget their grocery shopping expenditure.
Aldi expanded its e-commerce operations in 2024 by extending the area covered by its home delivery services for groceries to the Mönchengladbach area near the Dutch border. However, as Aldi continued to operate this service as a temporary test rather than as a permanent offer, this highlights the player’s cautious approach to committing resources to online sales of food and beverages.
Operators of discounters are expected to continue diversifying their assortment in an attempt to encourage consumers to visit these stores as a main grocery shopping destination. Traditionally, many consumers in Germany tend to perceive discounters as secondary stores to be used mostly for top-up shopping trips or only for specific products, with the offer of fresh food typically lagging behind that of supermarkets.
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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.
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 definitionsThis report originates from Passport, our Discounters research and analysis database.
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