Aldi is no longer the first choice for food among Germans.
Another chain is now the most popular, a new study shows.
For a long time, Aldi was able to defend its first place on the popularity scale of the Germans.
But a supermarket has now ousted the discounter, according to a new study.
Lidl is also losing popularity.
Hamburg / Mülheim
- The two
discounters Aldi and Lidl
score with their customers above all with the price.
Many
own brands
, a smaller selection of
branded products
, the main thing is that the purchase remains cheap.
This concept has worked pretty well for decades.
However, there seems to be a small trend reversal.
Because as a new study now shows, Aldi had to give up the popularity throne of
discounters
and
supermarkets
this year
.
This is
what MDR
Media GmbH found out in its 11th Central German Brand Study (MDM).
For the study, 5,000 people in central Germany and 1,000 more across Germany were interviewed.
The result: Another
supermarket
is now number one in the ranking of the most popular
supermarkets and discounters
-
Edeka
.
The supermarket chain had already
pushed
the discounter
Lidl
to third place
last year
.
Now she has also
caught up
with
Aldi
- at least according to the MDR survey.
Aldi and Lidl are losing popularity
Edeka is
now this year with 35 percent of the votes at number one of the "top shopping markets" in all of Germany.
Aldi Süd and Aldi Nord
follow only behind
with a total of 33 percent.
Lidl
occupies third place with a clear margin and 24 percent - and continues to lose compared to the previous year.
Rewe
is just as popular as the discounter
.
Kaufland
ranks fifth in Germany-wide popularity.
In Central Germany, however, things look different:
Kaufland is
even the most popular supermarket here.
Lidl
only comes in fourth.
Aldi
just made it to sixth place in central Germany.
Minus point for Aldi and Lidl: Customers value quality and regional products
But why is it that Edeka is
increasingly
banning the two big discounters
Lidl
and
Aldi
to the back seats?
One reason could be that customers in Germany are increasingly
placing value
on quality and
sustainability
.
"The topic of sustainability has reached
consumers
in Germany," says the study.
Edeka in
particular
regularly advertises
organic
,
regional products
and sustainability.
The image of
Aldi
and
Lidl
is - despite some organic offensives - still mainly characterized by cheap prices and inexpensive
own brands
.
Aldi and Lidl pursue a different location concept than Edeka
But the price alone no longer seems to be decisive for many customers.
Brands and quality are becoming more important.
“Conscious shopping and consumption increase with age, and that throughout the country,” says study leader Sören Schiller.
Consumers are
increasingly paying attention to
throwing away
as little
food
as possible
.
Contrary to popular belief, the older generation is stronger than the younger generation.
For many people, proximity to where they live and work is also a decisive criterion for choosing a supermarket, the study also showed.
Edeka
should have
the advantage here that the
supermarket
also has
numerous branches
in
city centers
, whereas
Lidl
and
Aldi can be found
more often in large locations "on the green field".
List of rubric lists: © Rolf Vennenbernd / dpa
