{"id":133809,"date":"2025-11-05T15:06:56","date_gmt":"2025-11-05T14:06:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=133809"},"modified":"2025-11-05T15:06:58","modified_gmt":"2025-11-05T14:06:58","slug":"comment-les-discounters-gagnent-du-terrain-en-allemagne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-les-discounters-gagnent-du-terrain-en-allemagne\/","title":{"rendered":"Comment les discounters gagnent du terrain en Allemagne"},"content":{"rendered":"\n

De plus en plus d’Allemands font leurs courses dans des cha\u00eenes discount telles qu’Aldi <\/strong>et Lidl<\/strong>. Les cha\u00eenes traditionnelles telles que Rewe <\/strong>et Edeka<\/strong> ont vu <\/strong>leur part de march\u00e9 stagner ou l\u00e9g\u00e8rement baisser. Que se passe-t-il ?<\/p>\n\n\n\n

Penny progresse, Rewe perd du terrain<\/h2>\n\n\n\n

Le secteur allemand des supermarch\u00e9s a connu de nombreux bouleversements au cours des 21 derniers mois. Entre janvier 2024 et septembre 2025, la part de fr\u00e9quentation des discounters est pass\u00e9e de 46,5 % \u00e0 47,2 %, selon une nouvelle analyse d’Accurat. \u00ab \u00c0 premi\u00e8re vue, ce changement semble minime, mais sur un march\u00e9 aussi vaste et concurrentiel que l’Allemagne, chaque point de pourcentage repr\u00e9sente des millions de visites en magasin. M\u00eame de l\u00e9g\u00e8res variations dans la part de fr\u00e9quentation peuvent red\u00e9finir la concurrence sur un march\u00e9 comme celui de l’Allemagne \u00bb, explique Bart Muskala, PDG.<\/p>\n\n\n\n

Dans le secteur du discount, Penny<\/strong> se distingue <\/strong>comme le plus grand gagnant : sa part de fr\u00e9quentation est pass\u00e9e de 3,7 % \u00e0 4,4 %. Lidl, en revanche, a perdu du terrain, passant de 14,7 % \u00e0 13,4 %. La cha\u00eene est confront\u00e9e aux cons\u00e9quences financi\u00e8res de son expansion internationale et des r\u00e9novations en cours de ses magasins. Aldi S\u00fcd et Netto Marken-Discount<\/strong> affichent des performances stables.<\/p>\n\n\n\n

Parmi les enseignes non discount, Edeka a enregistr\u00e9 une l\u00e9g\u00e8re croissance, passant de 22,3 % \u00e0 22,5 % de part de march\u00e9, tandis que Rewe a recul\u00e9 \u00e0 21,9 %. Kaufland <\/strong>reste stable \u00e0 environ 8,7 %. Edeka tire profit de sa structure d\u00e9centralis\u00e9e : les entrepreneurs ind\u00e9pendants peuvent mieux adapter leur assortiment aux pr\u00e9f\u00e9rences r\u00e9gionales. Rewe investit massivement dans la logistique et la vente en ligne, mais cela se fait au d\u00e9triment de la fr\u00e9quentation des magasins physiques.<\/p>\n\n\n\n

\"\"
Graphique : Accurat<\/em><\/figcaption><\/figure>\n\n\n\n

Ville contre campagne : un monde de diff\u00e9rence<\/h2>\n\n\n\n

Il existe toutefois des diff\u00e9rences r\u00e9gionales frappantes. \u00c0 Berlin, les magasins non discount dominent : Edeka enregistre 27 % des visites en magasin, suivi de Rewe (23 %) et Lidl (14 %). En Sarre, la tendance est invers\u00e9e, les magasins discount occupant le devant de la sc\u00e8ne, avec Aldi S\u00fcd (25 %) et Lidl (18 %) en t\u00eate. <\/p>\n\n\n\n

Bien que les discounters gagnent \u00e9galement des parts de march\u00e9 dans les zones urbaines, des cha\u00eenes telles qu’Edeka et Rewe continuent de b\u00e9n\u00e9ficier d’une forte fid\u00e9lit\u00e9 de la part de leurs clients. \u00c0 Berlin, les clients se rendent en moyenne plus de 3,3 fois par mois dans ces magasins. En Sarre, cependant, il appara\u00eet que les discounters peuvent \u00e9galement fid\u00e9liser leur client\u00e8le \u00e0 long terme : Aldi S\u00fcd et Lidl n’ont rien \u00e0 envier aux cha\u00eenes traditionnelles en termes de visites en magasin.<\/p>\n\n\n\n

\u00ab Chaque r\u00e9gion a sa propre histoire \u00bb, souligne Maarten Vander Beken, Business Development Manager. \u00ab La v\u00e9ritable croissance ne se produit que lorsque vous comprenez les performances locales et r\u00e9agissez rapidement aux changements de comportement. \u00bb<\/p>\n\n\n\n

Le prix prime sur les marques<\/h2>\n\n\n\n

L’\u00e9volution du paysage des supermarch\u00e9s allemands illustre une tendance plus large chez les consommateurs : la valeur et le prix gagnent du terrain sur la fid\u00e9lit\u00e9 \u00e0 la marque. En p\u00e9riode d’inflation et d’incertitude \u00e9conomique, de plus en plus d’Allemands optent pour des alternatives plus abordables. <\/p>\n\n\n\n

\u00ab L’image g\u00e9n\u00e9rale est celle d’une r\u00e9silience gr\u00e2ce \u00e0 l’accessibilit\u00e9 financi\u00e8re \u00bb, indique le rapport. \u00ab Les marques les plus fortes sont celles qui parviennent \u00e0 combiner prix, proximit\u00e9 et confiance. \u00bb Les discounters r\u00e9pondent habilement \u00e0 cette tendance, avec des concepts de magasins plus modernes, des produits locaux et des exp\u00e9riences d’achat plus rapides.<\/p>\n","protected":false},"excerpt":{"rendered":"

De plus en plus d’Allemands font leurs courses dans des cha\u00eenes de magasins discount telles qu’Aldi et Lidl. Les cha\u00eenes traditionnelles telles que Rewe et Edeka ont vu leur part de march\u00e9 stagner ou l\u00e9g\u00e8rement baisser. Que se passe-t-il ?<\/p>\n","protected":false},"author":5,"featured_media":133810,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[43],"company":[203,621,468,204,1297,827],"topic":[275],"region":[470],"class_list":{"0":"post-133809","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-aldi","11":"company-edeka","12":"company-kaufland","13":"company-lidl","14":"company-penny","15":"company-rewe","16":"topic-analyse","17":"region-allemagne"},"acf":[],"yoast_head":"\nComment les discounters gagnent du terrain en Allemagne - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"De plus en plus d'Allemands font leurs courses dans des cha\u00eenes 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