Despite the sometimes noble presentation, the classic discounters lost market share to classic supermarkets during the corona phase. They now want to change that again.
(Photo: dpa)
Dusseldorf The year 2020 was a disappointment for discounters: With restaurants and canteens closed, Germans spent more money on groceries than ever before – but preferred to go to Rewe and Edeka supermarkets. Lidl or Aldi were able to increase their sales significantly less.
This is also shown by the market figures. According to data from the market researcher Ascential, the market share of discounters has decreased from 37.9 to 35.9 percent in 2020. For years, discounters had gained market share. But the changed behavior of consumers now presents them with new challenges.
“The supermarkets are the big winners and will emerge stronger than ever from the corona crisis,” predicts Boris Planer, Director Trend Research Germany of the global trend and product consulting company WGSN. The pandemic changed the behavior of consumers permanently. “You now take more time to eat better, cooking becomes a shared experience,” explains Planer. “The supermarkets in particular benefited from this.”
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