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Aldi, Germany (Food and Grocery) Shoppers Profile, Market Share and Competitive Positioning

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  • 20 Pages
  • April 2022
  • Region: Germany
  • GlobalData
  • ID: 5610591
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Aldi enjoys a diverse customer base with majority comprising of middle-income households with 53.8% of the customer base belonging to €25,000 to €79,999 income bracket, owing to its strong mass market positioning, which generated 10.7% of Germany’s food & grocery share in 2020. Aldi’s majority of customer base comes from middle class income group because this group is attracted by the price tag while focusing on product’s quality.

In 2021, Aldi Group's sales stood at US$107.3 billion. The pandemic-related additional sales have made it easier for Aldi to return to profitability. In recent years, the extensive restructuring of the organization has cost the discounter a lot of money; these investments should pay off in the years to come. Aldi has invested in technology, logistics and expansion such as free-checkout technology, click & collect services and more.

Aldi has always operated under a store-first policy and its investment plan over the next two years shows this is not changing. Despite consumers becoming more comfortable shopping for groceries online due to the pandemic, Aldi is going to stick to the strategy which has worked well and continue with rapid store expansion around the country. By extending its click and collect offering, and opening a check-out free store, Aldi is ensuring its strategy remains modern and relevant.

Profile of retailer’s shopper base, key performance indicators, sales and market shares


  • Aldi attracts a diverse customer base because of its low price strategy and vast assortment of products
  • Aldi is in expansion mode after the retailer sailed through the pandemic smoothly
  • Aldi sticks to store-first strategy but slowly moves to online business model

Reasons to Buy

  • Gain a comprehensive knowledge on Aldi's business and develop a competitive advantage
  • Investigate current trends in the food & grocery market to identify the best opportunities to exploit
  • Analysis of key players in the food & grocery segment in Germany
  • Explore novel opportunities that will allow you to align your product offerings and strategies to meet demand by analyzing the key consumer and technology trends influencing the food & grocery markets
  • Analyze the recommended actions to align your marketing strategies with the crucial trends influencing consumer behavior
  • Analysis of key international players operating in Germany food & grocery market - including store counts and revenues that give you a competitive edge and identify opportunities to improve your market share

Table of Contents

  • Executive Summary
  • Retailer’s Shopper profile
  • Food & Grocery shopper profile
  • Where Germany consumers purchase food & grocery
  • Retailers used for other categories
  • Retailer overview
  • Snapshot of proposition
  • Key performance metrics
  • Global sales split
  • Sales and market shares
  • Food & Grocery market
  • Retailer’s market share
  • Top 10 retailers’ market share
  • Retailers’ share of shoppers
  • Market positioning map
  • Contacts

Companies Mentioned

A selection of companies mentioned in this report includes:

  • REWE
  • Edeka
  • Lidl
  • Netto
  • Kaufland
  • Penny
  • Real
  • Norma
  • Globus