Aldi is the most popular supermarket in all of Germany
The results of the study differ fundamentally from previous years in many areas – which is not surprising in view of the sharp rise in prices due to inflation. MDR Media quotes Sören Schiller, Managing Director of the Erfurt research institute IMK, which was commissioned to carry it out, as follows: “It starts with treating yourself to less special food. But less is thrown away, more regional brands are used, or less is bought overall. ” In line with this, 40 percent of those surveyed stated that they treat themselves to special foods less often, 37 percent throw away less food and are more likely to exceed the sell-by date, 28 percent of consumers even buy less food overall and 14 percent of those surveyed said they did quality compromises. Accordingly, in the Central German Market Study 2022, Aldi, as a food discounter with comparatively low prices, again wins first place in the ranking of the most popular supermarkets in Germany: 32 of those surveyed shop here regularly. 31 percent of those surveyed from all of Germany also regularly shop at Edeka, and 28 percent each regularly go to Lidl and rewe and 23 percent usually do their weekly shopping at Kaufland.
Kaufland, Netto and Rewe occupy top positions in central Germany
If, on the other hand, you look at the most popular supermarkets in Central Germany, a slightly different picture emerges: Here, 38 percent of those surveyed regularly shop at Kaufland, 27 percent each regularly go to Netto and Rewe, 25 percent often do their weekly shopping at Edeka and 21 percent go mostly to Lidl. Although the popularity of the individual supermarkets in Central Germany differs from their popularity in Germany as a whole, the respondents here also tend towards cheaper groceries. All in all, Central German consumers spend an average of 47 euros per person on groceries every week, compared to 49 euros in Germany as a whole. In central Germany, 12 percent more people pay attention to promotions, special offers and discounts than in the previous year. Furthermore, fewer respondents say they buy what they like – but nine percent more respondents from Central Germany pay attention to the price tag and eight percent less to the quality than in the survey in 2021. 64 percent of respondents from Central Germany stated that Collecting loyalty points and participating in bonus programs – in the last survey in 2021 it was still 52 percent.
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