Germany has traditionally been the pioneer and leader of the discount retail sector across Europe. Developed as far back as the sixties by Aldi Nord, Aldi Süd and Lidl, the German discount market has grown to become the largest in Europe.

Desk and field research into the current and future prospects for this sector noted its continuing popularity with consumers. In particular, it noted the impact of the COVID-19 pandemic in stimulating the use of discounters as price became increasingly important for a growing number of households.

Analysis of consumer research illustrated the growing importance of shopping online and a desire for discounters to offer such an option. Another development noted was the importance of environmental issues when purchasing as well as shopping from local retailers, a factor that has been boosted by the COVID-19 pandemic.