Discounter supermarket customers Germany

In 2023, around 58.21 million people in Germany shopped for groceries in discounter supermarkets.
The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Number of people in Germany who bought food for their household in discounter supermarkets (e.g. Aldi, Lidl, Netto etc.) from 2019 to 2023 (in millions)

Characteristic	People in millions
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Release date

June 2023

More information

Region

Germany

Survey time period

2019 to 2023

Age group

14 years and older

Special properties

German-speaking population

Supplementary notes

Information on population:
Base: German-speaking population aged 14 years and older in private households at main place of residence in the Federal Republic of Germany

Information on total sample:
2019: 23,318 respondents, representing 70.60 million people
2020: 23,191 respondents, representing 70.64 million people
2021: 22,563 respondents, representing 70.54 million people
2022: 23,015 respondents, representing 70.60 million people
2023: 23,524 respondents, representing 70.08 million people

Further information on methodology available here.

This question was asked during the survey in the following wording: "Where are the groceries for your household bought, in which of these stores? (Circle all relevant answers!)"

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