Discount Retail Chain Lidl Germany (owned by the German Schwarz Group) has been chosen the number 1 fresh food discounter: 'Lidl wins the "Fruchthandel Magazin Retail Award" in the "Discounter" category for the seventh time. Whether it's crunchy salads, fresh herbs or regional fruit, the food retailer impresses with its approximately 160 fruit and vegetable items with quality, freshness and, of course, its Lidl price.
Last year, FRUCHTHANDEL MAGAZIN also wanted to know: Which retail group has the best and most popular fruit and vegetable department in the German retail sector? In the "Discount" category, Lidl impressed consumers with its fruit and vegetable department and thus secured 7st place in the fruit trade magazine Retail Award for the 1th time. On behalf of FRUCHTHANDEL MAGAZIN, GfK Nuremberg surveyed a total of 6,397 households in April 2023 for their opinion on the fruit and vegetable offerings of the various retail groups, including the discount category, and in various categories. In contrast to many other awards, it is not the individual store or department that is evaluated here, but the performance of the entire retail group.
The participants evaluated the fruit and vegetable departments of the trading companies on the basis of the following criteria:
Regional products ✓
Convenience offer
Quality ✓
Fair price
Seal of quality
Advice ✓
Selection ✓
Design ✓
Organic assortment ✓
Sustainable packaging ✓
Fun shopping ✓
In terms of 8 out of 10 detailed questions about the fruit and vegetable department, Lidl was ahead of the competitors from the Discount ranks and received the Retail Award 2023 in the Discount category. In 2022, the survey focused on these criteria (FRUCHTHANDEL MAGAZIN): Regional products, convenience offer, quality, fair price, quality seal, advice, selection, design, organic range, sustainable packaging. In terms of 8 out of 10 detailed questions about the fruit and vegetable department, Lidl was ahead of the competitors from the ranks of the discount and received the Retail Award 2022 in the discount category. In 2021, a representative consumer survey conducted by the Society for Consumer Research (GfK) on behalf of FRUCHTHANDEL MAGAZIN surveyed a total of 9,000 households on the topic of fruit and vegetables in the German retail trade. In contrast to many other awards, it is not the individual store or department that is evaluated here, but the performance of the entire retail group. In the study, customers evaluated numerous criteria in which Lidl prevailed in the discount sector. In 2020, the survey focused on these criteria (FRUCHTHANDEL MAGAZIN): Design, selection, advice, fun shopping, fair price, regional products, convenience products, quality, organic products and sustainable packaging. In terms of 8 out of 10 detailed questions about the fruit and vegetable department, Lidl was ahead of its competitors from the ranks of the discount sector and received the Retail Award 2020 in the discount category. In 2019, the survey focused on these criteria (FRUCHTHANDEL MAGAZIN): design, selection, advice, fun shopping, fair price, regional products, convenience products, quality and the organic range. In terms of 6 out of 9 detailed questions about the fruit and vegetable department, Lidl was ahead of the competitors from the ranks of the discount and received the Retail Award 2019 in the discount category. In 2017, these criteria were the focus of the survey (FRUCHTHANDEL MAGAZIN): quality and freshness, attractiveness, product presentation, clarity, cleanliness and a good price-performance ratio. In addition, consumers rated service satisfaction and confidence in food safety. In terms of all detailed questions about the fruit and vegetable department, Lidl was ahead of its competitors from the Discount category and received the Retail Award 2017 in the Discount category. In 2016, these criteria were the focus of the survey (FRUCHTHANDEL MAGAZIN): freshest goods, most attractive department, clarity, cleanliness, general presentation and selection, not least for trend products such as organic items. In addition, they were asked about their satisfaction with the service and advice provided by the staff. In addition, consumers should evaluate the price/performance ratio and trust. Lidl has received the Retail Award 2016 in the Discount category.
Read more: Retail Award (lidl.de)
