Even small shifts in visit share can redefine competition in a market like Germany. The strongest brands are those that manage to balance price, proximity, and trust — and keep doing so consistently, even as shopper expectations evolve.
Loyalty and visit frequency: a reflection of trust
Looking at return visits (frequency) adds another layer of insight. In Berlin, non-discounters like Edeka and Rewe attract the most loyal visitors, averaging over 3.3 visits per month, while discounters see slightly lower repeat rates. In Saarland, however, Aldi Süd and Lidl record even higher visit frequencies than Rewe, showing that discounters can inspire strong loyalty too — especially when proximity and price are aligned.
The ability to track these dynamics region by region is key. Retailers can no longer afford to rely on averages — real growth depends on understanding local performance and acting fast when the data signals change.
The bigger picture
The evolution of the German supermarket market confirms what many already feel: consumer behaviour is shifting gradually but firmly towards value-driven retail. In times of economic uncertainty, discounters gain ground — not just because of lower prices, but because they have become smarter, more accessible, and more responsive to local needs.