The research institute Servicebarometer AG examined the large grocery retailers for their customer satisfaction.
Last year's winner will remain great in 2021, but the lead is melting.
Munich - Which supermarket and discounter is at the top in customer favor?
In order to clarify this question, the research institute Servicebarometer AG asked the “global satisfaction” of the customers.
9,324 customers were surveyed for the survey.
As can be seen from a report in the
food
newspaper, a discounter giant is defending its top position, but supermarkets are also increasing in consumer favor.
As the Munich research institute found out, Aldi Süd is Germany's most popular discounter.
Lidl lands just behind in second place, Aldi Nord can look forward to third place.
Discounter comparison: Aldi Süd defends top position, Lidl is catching up
The satisfaction grades result from a scale from one “completely satisfied” to five “unsatisfied”. Aldi Süd achieved the top spot for the fourth time in a row with a rating of 1.93, but Lidl can boast similar popularity ratings (1.97). Aldi Nord follows with 2.08. Compared to the previous year, Lidl is catching up by 0.4 percentage points. Although the series winner Aldi Süd will also take the top spot in 2021, study director Matthias Metje is astonished: "When looking at the study details on the customer monitor, this result is surprising," Metje told the
food
newspaper
. In contrast to the general trend, Aldi Süd has improved its product selection, organic offerings and freshness, according to customers. Overall, shoppers are therefore more dissatisfied with their discounters.
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Compared to the 2020 survey, the top trio lost points in the popularity ranking.
Competitor Penny, on the other hand, improved by seven points compared to the previous year and is now fourth.
But not only the most popular discounter was crowned, supermarkets and large-area stores were also featured in rankings.
Rewe, Kaufland, Edeka and Co .: supermarkets and large-area stores in comparison
As the survey by Servicebarometer AG shows, Globus scores best among the area markets (1.88).
E-Center (1.98) and Famila Nordost (2.01) follow in second and third place.
With the front runner, the customers were particularly impressed by the selection of drugstore products, the speed at the checkout and the variety of special offers.
Last year's winner was also able to defend its top position in supermarkets: Edeka (1.98) came in ahead of Tegut (2.04) and Rewe (2.07).
During the corona pandemic, discounters and supermarkets had to struggle with empty product shelves, but now most customers are refraining from “buying hamsters”.