The study, which surveyed more than 15,000 consumers in 21 European countries, highlights discounters as the most popular grocery format in German-speaking markets. Particularly striking is the enthusiasm among Generation Z: nearly a third of young respondents plan to shop at discounters even more often in the future, making this the fastest-growing trend among all retail channels.
Yet it’s not just the younger crowd driving growth. Consumers over 55 also show rising loyalty to discounters, citing value for money as the main reason. Friendly staff remains a decisive factor across all generations, underlining that service quality still matters even in price-driven environments.
The study further reveals that shopping expectations differ widely by age: while younger shoppers prioritize fast checkouts and a wider assortment that includes non-food categories such as cosmetics or fitness products, older customers prefer familiar layouts, clear navigation, and traditional household goods. However, both groups share concerns over data privacy when it comes to digital retail innovations.
