In Germany, Aldi isn't the only supermarket chain to gain popularity; organic supermarkets have long held the top spot.
In a significant shift, the results of the Consumer Monitor of Germany 2025 reveal that organic supermarkets have emerged as the clear winners in consumer satisfaction. The survey, which involved around 29,000 participants aged 16 and over, paints a new picture for the food retail trade (FMCG) sector. Previously, traditional supermarket chains like Aldi, Edeka, Lidl, Rewe, or Kaufland were always in the leading positions, due to their affordable prices. However, the situation has now changed. The most popular supermarket in Germany has changed, with another supermarket chain taking the lead. The organic supermarket Alnatura, rated highest in consumer satisfaction with a score of 1.77, has taken the top spot. Following closely behind are other consumer cellular stores like Denns Biomarkt, with an average consumer energy of 1.83 on the satisfaction scale. Aldi Süd, known for its affordability, is no longer the leader. Despite scoring the highest among traditional supermarket chains with a consumer energy of 1.96, it trails behind Alnatura. Lidl, which stands out with the selection of fresh food and the quality of fruit and vegetables compared to the average discounter, also finds itself behind the organic supermarket chains. Interestingly, the survey results suggest that rising food prices have not significantly impacted consumer preferences for quality and origin. This shift in consumer behavior is due to a focus on the quality and origin of products rather than affordability. The Globus Center and Edeka, both traditional supermarket chains, have consumer satisfaction scores of 1.88 and 1.93 respectively, lower than Aldi Süd. Food markets emerged as the clear winners in the survey, with consumers increasingly focusing on quality and origin. Organic markets, previously in a downward trend, have now regained popularity due to this shift in consumer focus. The survey does not specify the name of the new leading supermarket chain among all supermarkets, not just organic ones. However, it is clear that the organic supermarket sector has made a significant impact in the German market. The survey was conducted by rating consumer satisfaction on a scale of one (very satisfied) to five (dissatisfied). Consumers were asked to rate their satisfaction with various sectors, including the food retail trade. In conclusion, the Consumer Monitor of Germany 2025 presents a fascinating shift in consumer behavior. The focus on quality and origin has led to a rise in the popularity of organic supermarkets, with Alnatura taking the lead. This change in consumer focus is likely to have long-lasting effects on the food retail trade sector in Germany.
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