These are the most popular food markets
Shopping is still a headache for people. Because food is still expensive. However, comparatively cheap goods are no longer only available at discount stores, but also at Rewe, Edeka & Co. In addition, service plays an important role in customer loyalty.
Do price-sensitive customers abandon their grocery store in times of inflation and prefer to go to the discounter? Not necessarily - on the one hand, Rewe, Edeka & Co. have long been present in the low price segment with their own private labels, and on the other hand, customer satisfaction is often high here. This is shown by the latest survey by the German Institute for Service Quality.
Encouragingly for the sector, the grocery stores scored "good" overall in the survey. Eight companies were awarded this quality rating, while two others achieved a satisfactory result.
Quality and product range score particularly well
The quality of the food and the product range scored particularly well with customers: a good 81% and almost 79% of respondents respectively were somewhat or even very satisfied. The companies assessed achieved consistently good - and in some cases even very good - results in these two aspects. In view of the significant price increases for food, it is hardly surprising that respondents see prices as the most critical aspect.
Prices are viewed more critically
Over 40 percent of the assessments of grocery store prices are not positive. On the other hand, almost 58% of consumers expressed a general willingness to pay more for high-quality food. Almost two thirds of respondents also stated that the range of regional products on offer is important to them.
However, there is often a very pragmatic reason why respondents specifically choose a grocery store: convenient accessibility. For more than 53 percent of respondents, this aspect was a (co-)decisive factor. Markus Hamer, Managing Director of the German Institute for Service Quality, sums up: "Grocery stores score highly with consumers in many areas - despite the sharp rise in food prices, customer satisfaction is high overall. However, respondents often expressed a desire for more special offers and promotional goods."
Ranking of the grocery stores
With a quality rating of "good", Rewe achieved the highest level of customer satisfaction among the grocery stores assessed. The retailer scored highly in terms of food quality and store design (both ranked first) and achieved positive ratings of more than 89% and over 88% respectively. The service and product range also impressed the respondents the most. In addition, the willingness to recommend is the highest in the comparison of providers.
Edeka came in second place, also with a good quality rating. Food quality emerged as the grocery store chain's greatest strength. More than 86% of respondents were satisfied with aspects such as the freshness and taste of the products and the cooperative group of companies came in second place here. Edeka also achieved the second-best result in terms of service and store design.
Globus hypermarkets came in third overall (quality rating: "good"), taking first place in the hypermarket category. Customers were particularly satisfied with the quality of the food - over 86% of respondents rated this positively. Service was also rated positively for the most part. The lowest annoyance rate of all grocery stores and a relatively high willingness to recommend the store to others also contribute to the good result.
- Some consumers might consider switching to discount stores like Aldi or Lidl during periods of inflation, but private labels offered by Rewe and Edeka have made affordable options available in food markets as well.
- The value added tax on food items can significantly impact the overall cost for consumers, which is a point of concern, especially when food prices are rising.
- In the recent survey by the German Institute for Service Quality, Aldi and Lidl were not amongst the top performers in customer satisfaction, with Rewe and Edeka leading the pack due to their high-quality food offerings and product range.
- As food prices continue to rise, consumers are looking for ways to save money, and food markets like Aldi and Lidl, known for their value-added tax-friendly prices, can be attractive options for price- conscious shoppers seeking to add value to their grocery budgets.
Source: www.ntv.de
