The bags full of food – many consumers pay more attention to quality. Image: picture alliance / Ulrich Baumgarten
–
Aldi and Lidl: Why the discounters lose to Rewe and Edeka
The two discounters Aldi and Lidl had to put a damper on the competitive retail market. According to a study by the Gesellschaft für Konsumforschung (GfK), Rewe, Edeka and other supermarkets increased their sales significantly more: three percent compared to just 0.9 growth at Aldi and Lidl.
The reasons for this are above all changed shopping habits:
- In addition to low prices, many consumers also wanted one pleasant shopping atmosphere and an attractive range of ecologically sustainable products,
- Younger consumers in particular felt the importance Freshness, regionality, handcrafted production and the support of smaller producers, the market researchers continue.
- According to GfK, 55 percent of consumers pay particular attention to quality when shopping, only 45 percent look first at the price.
Overall, according to the study, consumers buy less, but prefer higher quality products, This trend explains the increase in sales in the food retail trade in 2019.
More consumers can afford more
The background should also be the growing real wages in Germany. In 2009, when asked about their own financial situation, only 27 percent of households said they could “afford almost anything”. That is now 42 percent. The number of households that, according to their own statements, “can hardly afford anything”, fell simultaneously from 26 to 17 percent.
However, it is not certain whether consumers can get better goods for more money, “In view of a flood of labels and advertising messages,” consumers “could hardly recognize the quality of a product easily and reliably”, criticizes the Federal Consumer Association, “least of all in the price”.
Incidentally, the Edeka retail chain does not seem to trust the trend towards more quality awareness. Contrary to the general trend, in a campaign with the comedian Otto Wahlkes, she relentlessly opts for “avarice is cool”. Or as Edeka says: “Food deserves a price: the lowest.”
(Om / dpa)
