Aldi, Edeka, and other customers are found to use private label products - a fact that might have shocked them earlier
In a recent study conducted by the German Society for Consumer Studies (DtGB), the most popular private label brands among German customers were revealed. The study, which surveyed over 3,200 customers and collected more than 200,000 individual ratings, aimed to determine the most preferred private label brands across the country.
The study found that discount retailers Aldi and Lidl, as well as full-service supermarket groups such as Edeka and Rewe, are the leading contenders in the private label market. Aldi, including Aldi Süd and Aldi Nord, and Lidl are highly regarded for their strong private labels with high penetration and customer acceptance. Their focus on value and quality in discount retail has earned them a significant following among German consumers.
Edeka, as Germany’s market leader with a highly decentralized network, also has popular private label brands focusing on a broader assortment including bioproducts. Rewe, similarly, offers a wide range of private labels, often perceived as higher quality and incorporating organic options, appealing to customers who prioritize assortment and sustainability.
In terms of performance in the DtGB study, Aldi and Lidl’s private label brands were ranked very highly by German consumers for both quality and value. They frequently outperformed conventional national brands in blind tests and satisfaction ratings. Edeka’s private labels fared well especially among shoppers looking for variety and premium or bio products, reflecting their more upscale market positioning. Rewe private labels are positioned to combine quality and assortment depth, performing competitively especially in higher-end and organic food segments.
While direct data from DtGB on exact rankings or scores in this latest survey is not provided in the available sources, the consensus from market analyses and consumer studies shows the following order of popularity among private label brands: Aldi and Lidl lead with strong value-focused private brands, followed by Edeka and Rewe which are preferred for wider range and organic/bio products. This aligns with their respective market strategies and customer segments they serve.
In the DtGB study, Aldi stood out as the most popular private label among German customers, taking first place in 10 out of 26 categories. The "Gut Bio/Bio" organic brand from Aldi Süd and Aldi Nord won five categories. Rewe and Edeka each won five rankings in the study. The study surveyed customers of different ages and genders online and was divided into 26 categories divided into "Food", "Non-Food", and "Cross-Category".
Lidl won three categories in the DtGB study, while Edeka won seven categories, significantly improving compared to last year. The new "Nur Nur Natur" organic brand from Aldi Süd won first places in the "Organic Products" category.
In summary, according to the German Society for Consumer Studies and corroborated market information, Aldi and Lidl’s private label brands are among the most popular due to their excellent price-performance ratio, while Edeka and Rewe perform well with a focus on variety, quality, and organic options.
- The private label brands of Aldi and Lidl, noted for their strong focus on value and quality, have been found to be the most preferred by German consumers in the discount retail segment.
- Edeka, with a focus on variety including organic options, and Rewe, emphasizing higher quality and sustainability, are popular private label brands among German consumers in the full-service supermarket sector.
- In the DtGB study, Aldi emerged as the most popular private label among German customers, taking the first place in 10 out of 26 categories, including five categories won by its "Gut Bio/Bio" organic brand.
- Lidl won three categories, and Edeka significantly improved from last year, winning seven categories, in the DtGB study that surveyed customers of different ages and genders online and was divided into 26 categories divided into "Food," "Non-Food," and "Cross-Category."
