A new study reveals a shift in German consumer preferences, with Edeka surpassing discount retailers in a key ranking of supermarket performance. The “Retail Performance Ranking” by EY-Parthenon, based on a survey of 7,400 consumers, shows Edeka leading the pack-but also highlights a broader decline in trust towards supermarkets signaling challenges for the industry as it navigates evolving economic pressures and customer expectations.
A recent study has revealed Germany’s most popular supermarkets – and exposed a surprising challenge facing the entire industry.
When it comes to grocery shopping, Germans are favoring Edeka over discount retailers, according to new research. A survey of 7,400 consumers commissioned by the consultancy EY-Parthenon awarded Edeka a leading score of 64.7 out of 100 in the “Retail Performance Ranking,” significantly outpacing its competitors, as Bild.de reports. This data comes as retailers globally grapple with shifting consumer preferences and economic pressures.
LIDL Strong, ALDI Disappoints
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Discount retailer LIDL secured second place with a score of 61.7, followed by Rewe (60.9 points) and Kaufland (59.8 points).
However, ALDI experienced a decline in its ranking. ALDI Süd achieved a fifth-place finish (59.7 points), while ALDI Nord fell to ninth place (55.4 points). In 2024, the two brands were assessed jointly, achieving a combined score of 61.4.
Erosion of Consumer Trust
Despite Edeka’s success, the study reveals a concerning trend: a significant decrease in German consumers’ trust in supermarkets. While the retail sector as a whole averages 59 points, grocery retailers only reached 55 points. This means that even the top-performing supermarket, Edeka, ranks only 33rd overall, with LIDL following at 45th. This signals a substantial opportunity for improvement across the industry.
According to EY, “trust” is the most important factor for consumers when making purchasing decisions (22.4 percent), yet this is where retailers are losing the most ground. The primary drivers of this decline are a lack of price transparency and increasingly complex discount policies that confuse and frustrate customers.
Drugstores Set the Standard
Interestingly, drugstores are leading the way in customer satisfaction. In the overall ranking of 143 retail companies, dm achieved first place with 81.5 points, followed by Rossmann in third. Even pet supply retailer Fressnapf (67.8 points) outperformed all grocery retailers.
Edeka24: Online Shopping with the Leader
Consumers interested in experiencing Edeka’s top-rated service can also shop online through Edeka24, which delivers groceries directly to customers’ doors. The website also features current offers from the supermarket chain – currently, Melitta coffee beans are significantly discounted:
Melitta BellaCrema Kaffee LaCrema, whole beans, 1 kg
Now for €14.99 instead of €21.49
Melitta BellaCrema Decaffeinato, whole beans, 1 kg
Orders over €19 qualify for nationwide delivery via DHL, with shipping costs of €5.90 and a delivery timeframe of 2 to 5 business days.
