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In 2024, the Schwarz-Gruppe generated over ** billion euros in revenue, thus experiencing a y-o-y loss for the first time during the reported period. The group is one of the most successful business enterprises in Europe and worldwide, owning supermarket chains Kaufland and Lidl, the latter being a discounter. Lidl was also responsible for the higher revenue share of the two. 

Discounter fans

German consumers love their discounter supermarkets. Lidl is definitely among those known the best. One of the Schwarz Group’s massively successful companies, it generated increasing revenue in recent years, despite the restrictions of the coronavirus (COVID-19) pandemic during some of them. Lidl also boasts a growing number of stores in Germany, with over open in 2023. While Kaufland is known for bulk buying options and deals, it nevertheless does not describe itself as a discounter, but as a supermarket. Both Lidl and Kaufland also offer online shopping. 
Discounters are defined not only by offering products at lower prices, but also stand out due to several other features. The goods sold may be stacked up in a more simple way, e.g. in crates or packaging containing multiple units, and other food brands are represented less than private brand products. Discounted technical appliances or clothing can also be found in a discounter supermarket.

Supermarkets leading in grocery shopping

Nowadays consumers in Germany have multiple options for completing their grocery shopping: online with home delivery or a pick-up at a store, or the traditional store trip, be it a supermarket or another type of retailer selling food products. However, the majority of German consumers continue to do their regular food and daily product shopping in supermarkets and discount stores.