As of: February 21, 2024, 9:24 a.m
By: Sophia Lother
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The action discounter is increasingly competing with Aldi and Lidl.
(montage) © Ulrich Wagner/Imago;
Manfred Segerer/Imago;
onemorepicture/Imago;
Montage: Editor
The pressure on discounters in Germany is increasing.
In the non-food segment, other players are entering the market and are making life increasingly difficult for Aldi and Lidl.
Munich – Aldi and Lidl are considered the most popular discounters in Germany.
The ServiceBarometer AG customer monitor showed for 2023 that Aldi Süd takes first place among discounters.
Closely followed by Lidl and Aldi Nord.
Will this end soon?
A discounter that many may be hearing about for the first time is slowly but surely competing with the giants.
In one area it has even overtaken Aldi and Lidl.
This is what bargain hunters should know about the discounter called Action:
Action-Discounter overtakes Lidl in one segment
The discounter Action originally comes from the Netherlands.
According to the company, there are now over 2,500 branches in Europe.
Around 500 of them are in Germany.
While Aldi and Lidl are well ahead in the food segment, things are completely different in the non-food sector.
As the
food newspaper
reports, Action now achieves higher sales there than Lidl.
Lidl is represented much more frequently in Germany, the figures at a glance:
Lidl in Germany |
Action in Germany |
|---|---|
Over 3250 branches |
Around 500 branches |
Around 100,000 employees |
Over 11,000 employees |
Sources: Company websites and press releases |
Aldi and Lidl suddenly come under pressure from discounters - but other players are also entering the market
Business Insider
also reports on the advance of the Action discounter,
with reference to research by the
food newspaper .
According to this, it achieved net sales of 11.3 billion euros, an increase of over 27 percent.
Lidl only achieved 10 billion euros in the non-food sector.
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Lidl was already struggling with falling sales in the non-food segment in 2022.
As the
food newspaper
reported at the time, the discounter had already ordered significantly fewer goods from this area for 2023.
But Aldi was also struggling with similar problems in 2022.
But it's not just action that's affecting the discount giants.
Other players are also doing well in the non-food sector.
As the
EHI Retail Institute shows on the handelsdaten.de portal
, Tedi, Woolworth and Thomas Philipps were also on an expansion course last year.
There are also other new competitors such as Rusta from Sweden and Pepco from Poland.
In addition to action, the pressure on Aldi and Lidl can also increase significantly from the other players.
(slo)