If you’re curious about the top supermarkets in Germany, you’re in for a treat.
Whether you’re in the business or just love getting the best deals, this article is for you.
We’ve rounded up the top 10 supermarkets in Germany by turnover.
From Edeka’s massive presence to Aldi’s unbeatable prices, there’s plenty to find out.
This list will help you understand what makes these supermarket giants tick and how they keep their customers coming back for more.
Plus, get ready for some extra facts and tips for your business:
Top supermarket chains in Germany**
1. Edeka
Turnover: €66.2 billion (2022)
CAGR forecast 2021-26: 3.3%
Edeka is a behemoth in the German supermarket scene with a whopping turnover of €66.2 billion in 2022.
This giant operates various banners like Marktkauf, Netto, NP Niedrig-Preis, Diska, and SPAR Express.
With over 11,126 stores, Edeka is everywhere.
In 2023, Edeka and Netto Marken-Discount created around 2,000 new jobs and trained 19,220 young people.
Plus, they reduced prices on 1,300 products, making it even more popular among shoppers.
2. Lidl & Kaufland
Turnover: €51 billion (2022)
CAGR forecast 2021-26 (Lidl): 5.1%
CAGR forecast 2021-26 (Kaufland): 2.1%
Part of the Schwarz Group, Lidl and Kaufland together raked in €51 billion in 2022.
With 4,020 stores combined, Lidl alone has 3,250 outlets, while Kaufland has 770.
In 2023, Schwarz Group invested €8 billion in modernizing stores and securing supply chains.
They also made waves by investing in AI developer Aleph Alpha and Wire’s communications solution.
Management changes were also on the cards, keeping the group dynamic and forward-looking.
3. REWE
Turnover: €41.10 billion (2022)
CAGR forecast 2021-26: 2.5%
With a turnover of €41.10 billion in 2022, REWE is a strong player.
It operates under several banners, including Penny, nahkauf, REWE City, and more.
REWE boasts 6,725 stores, 2,150 of which are Penny outlets.
In April, REWE opened its first fully plant-based supermarket in Berlin to cater to the growing demand for vegan products.
They also decided to raise wages to make their employees happier.
4. Aldi
Turnover: €30 billion (estimated, 2022)
CAGR forecast 2021-26: 3.7%
Aldi, famous for its low prices, reported an estimated turnover of €30 billion in 2022.
The discount king runs 4,215 stores across Germany.
Aldi’s strategy now includes weekly price cuts of up to 50% and promotional offers, which keep the customers coming back for more.
Plus, Aldi is always full of surprises with its special buys.
5. Lekkerland
Turnover: €8.5 billion (2022)
Lekkerland turned over €8.5 billion in 2022, operating an impressive 52,400 stores.
Part of the REWE Group since 2019, Lekkerland continues to dominate the market.
Their partnership with Aral extends until 2028, all for a stable and widespread presence in Germany and beyond.
6. Bela
Turnover: €5.2 billion (2022)
CAGR forecast 2021-26: 2%
Known as Bartels-Langness Handelsgesellschaft, Bela operates banners like Bela C&C, Famila, and Markant.
With a turnover of €5.2 billion and 201 stores, including 100 Famila outlets, Bela is a big player in the grocery sector.
Their offerings and multiple store formats cater to a wide range of customer needs.
7. Metro Cash & Carry
Turnover: €4.71 billion (Estimated, 2021)
Metro Cash & Carry, with an estimated turnover of €4.71 billion in 2022, operates 102 stores in Germany.
This wholesale giant has a long history dating back to 1964 and operates in over 30 countries.
With 624 stores in 21 countries, Metro is truly a global player.
They recently invested €18 million in remodeling their Düsseldorf campus to stay fresh and modern.
8. Norma
Turnover: €4.2 billion (estimated, 2022)
CAGR forecast 2021-26: 2.1%
Norma, another discount chain, reported an estimated turnover of €4.2 billion in 2022.
With more than 1,450 stores in Germany and a presence in France, Austria, and the Czech Republic, Norma is a solid competitor.
They launched their global growth and efficiency program Step Up in 2023, rolling out more than 1,300 measures to improve operations.
9. Globus
Turnover: €2.1 billion (estimated, 2022)
CAGR forecast 2021-26: 2%
Globus, the hypermarket chain, had an estimated turnover of €2.1 billion in 2022.
Operating 66 stores in Germany and having a presence in Czechia, Luxembourg, and Russia, Globus is a versatile player.
By teaming up with EnBW and Tesla, they plan to build charging parks at around 50 locations by the end of 2024, making shopping more convenient for electric car owners.
10. Hit Handelsgruppe
Turnover: €1.87 billion (2022)
New to the list, Hit Handelsgruppe reported a turnover of €1.87 billion in 2022 and runs 94 stores.
They’ve been fighting inflation by introducing over 1,000 new special offers every week, keeping customers happy and loyal.
Retail channels in Germany by selected product categories*
If you want to know which product categories are trending in different store types, keep on reading:
- Discounters are the kings of snacks, grabbing 38% of the market. So, if you’re craving chips or chocolate, places like Aldi and Lidl are your go-to spots. Supermarkets also hold a decent 24% share, making it easy to grab a quick treat while doing your regular shopping.
- Fresh food is all about quality and convenience. Discounters lead with 46%, but supermarkets aren’t far behind with 20%. Hypermarkets, with their vast aisles, take 12%. For those who like their produce handpicked, this balance is perfect.
- Dairy products and alternatives are popular in discounters, holding 41% of the market. Supermarkets come in second with 28%, with a wide range of options from regular milk to trendy oat milk.
- When it comes to alcoholic drinks, supermarkets lead the way with 26%, perfect for those last-minute party needs. Discounters follow with 23%, offering budget-friendly options. Hypermarkets have a decent 16% share, ideal for stocking up.
- Health and wellness products see a strong presence in discounters at 29%, but supermarkets are close behind with 24%. Whether it’s vitamins or organic snacks, both channels have you covered. Hypermarkets and traditional grocery retailers also play their parts with 15% and 7.1%, respectively.
- Supermarkets dominate the beauty and personal care sector with a whopping 62%. Whether it’s shampoo or skincare, they have it all. Discounters and convenience stores take smaller shares, making it easy to grab essentials on the go.
- Consumer health products are mostly found in non-grocery specialists, holding 61% of the market. Supermarkets take 28%, while discounters and other channels fill in the rest. For specific health needs, non-grocery stores are the top choice.
- Online shopping is gaining ground, especially for beauty and personal care (10%) and alcoholic drinks (8.3%). It’s super convenient for those who prefer shopping from home. While not the top choice for daily groceries, it’s growing in popularity for niche products.
Inside the mind of German shoppers*
What do German shoppers pay attention to when picking their supermarket? Find out now:
- Good taste and flavor top the list for German consumers, with 68% considering it the most vital factor. Germans love their food to taste great, whether it’s a hearty meal or a quick snack.
- Freshness is a close second, valued by 62% of shoppers. Fresh ingredients are a must-have in German kitchens, making trips to the supermarket frequent for many.
- High quality is important for 47% of German customers. They look for products that promise superior standards, so they get the best for their money.
- Regional products are of significance for 44% of shoppers. Supporting local producers and enjoying regional specialties is a trend that’s growing stronger in Germany.
- Low price is a big criterion for 42% of German consumers. While they value quality and freshness, getting a good deal remains essential.
- Natural ingredients matter for 40% of German shoppers. They prefer foods that are free from artificial additives, reflecting a trend towards healthier eating.
- Animal welfare matters to 19% of consumers. Germans show a growing concern for ethical treatment of animals, influencing their buying choices.
- Seasonal products attract 30% of shoppers. Germans enjoy products that are in season, which often taste better and support sustainable farming.
- Easy-to-prepare foods are valued by 29% of consumers. With busy lifestyles, having quick and simple meal options is a big plus.
- Organic products are chosen by 16% of shoppers. While not the top priority, there’s a steady interest in organic foods that are perceived as healthier and more environmentally friendly.
- Fair-trade products matter to 15% of German consumers. Supporting ethical practices and fair wages for producers is a consideration for many.
Tips for German businesses
Finally, if you’re a business owner, we’ve prepared helpful tips to operate in the supermarket sector better:
- Businesses can benefit by partnering with Edeka for broad market reach. Focus on quality and variety to match Edeka’s diverse offerings.
- Stay updated with tech trends. Consider investing in AI and smart solutions to streamline operations and improve customer experience.
- Keep an eye on emerging trends like plant-based products. Investing in employee satisfaction can lead to better service and customer loyalty.
- Regular promotions and unique product offerings can attract budget-conscious shoppers. Innovate with surprise deals to maintain excitement.
- Convenience is key. Streamline supply chains and focus on easy-to-access locations to attract on-the-go customers.
- Diversify your product range to cater to different customer segments. Multiple store formats can help reach a broader audience.
- Keep a modern and fresh store appearance. Investing in infrastructure can improve customer experience and operational efficiency.
- Continuous improvement programs can drive growth. Focus on efficiency measures to optimize operations and reduce costs.
- Partner with tech companies to offer additional services, like charging stations, to boost customer convenience and attract tech-savvy shoppers.
- Regular promotions and special offers can attract price-sensitive customers. Keep an eye on market conditions and adjust pricing strategies accordingly.
Wrap up
The German supermarket scene is bustling with activity, innovation, and competition.
From Edeka’s massive reach to Hit Handelsgruppe’s fresh approach, you can enjoy a lot in these stores.
Whether you’re hunting for deals at Aldi or exploring new vegan products at REWE, there’s always something exciting.
To stay informed on top similar topics, be sure to regularly check Ecommerce Germany News.
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