Introduction: Why REWE and Lidl Are Key to FMCG Strategy in Germany

In Germany’s highly competitive grocery retail market, two names dominate the shelves and the minds of millions: REWE and Lidl. As leading chains with extensive reach—from metro supermarkets to discount stores—their pricing decisions, promotion structures, and product placements hold immense influence.

For FMCG brands, tracking their product visibility and discounts across REWE and Lidl is essential to maintain competitiveness, protect shelf share, and optimize promotions.

Yet, doing this manually is nearly impossible. Prices and availability change daily. Discounts vary by location. Online product displays differ by zip code and fulfillment type (click & collect vs delivery).

That’s why global FMCG teams and retail intelligence managers rely on Actowiz Solutions for real-time product tracking, discount scraping, and competitive monitoring across both platforms.

The Challenge: Limited Visibility Across Retail Touchpoints

Large FMCG players face major challenges when trying to track product pricing and visibility across REWE and Lidl:

Key Issues:

• Inconsistent pricing across cities, even for the same product

• Daily-changing promotions and dynamic price tags

• No centralized dashboard for visibility across stores

• Delays in detecting competitor discounts or out-of-stock events

• Varying product availability between REWE online, REWE Markt, Lidl.de, and Lidl stores

Actowiz Solutions: Your Retail Monitoring Intelligence Partner

Actowiz Solutions has developed a powerful scraping and data intelligence infrastructure that collects, cleans, and compares FMCG product data from REWE and Lidl—down to product-level, store-level, and SKU-level granularity.

How Our Solution Works

1. Product & Category Mapping

We track:

• Your SKUs by barcode or title match

• Competing brands in the same shelf/category

• Private labels (e.g., REWE Beste Wahl, Lidl’s Milbona, Cien)

2. Geo-Scoped Scraping

We simulate zip codes across:

• Berlin

• Hamburg

• Munich

• Cologne

• Frankfurt

… to fetch local prices, stock status, and regional offers.

3. Data Points Captured

From REWE and Lidl product pages, we extract:

• Product name, brand, category

• Base price, discounted price, % off

• Packaging (size, weight, pack)

• Stock availability (in-store or online)

• Promo badges (e.g., “Aktion”, “Top Angebot”)

• Shelf order (ranking or sort priority)

Sample Price Comparison Table (July 2025)

• Coca-Cola 1.25L

• REWE Price: €1.49

• Lidl Price: €1.29

• Discount Type: Lidl Aktion

• Stock Status: Both In-Stock
  
  

• Milka Alpine Milk 100g

• REWE Price: €1.19

• Lidl Price: €0.99

• Discount Type: Lidl Week Deal

• Stock Status: REWE Low Stock
  
  

• Dove Shower Gel 250ml

• REWE Price: €2.79

• Lidl Price: €2.79

• Discount Type: No Promo

• Stock Status: Both In-Stock
  
  

• REWE Beste Wahl Pasta

• REWE Price: €0.69

• Lidl Price: —

• Discount Type: Private Label

• Stock Status: REWE Only
  
  

• Lidl Milbona Milk 1L

• REWE Price: —

• Lidl Price: €0.95

• Discount Type: Permanent Low

• Stock Status: Lidl Only
  
  

Insight: Lidl promotes deeper weekly discounts while REWE balances with a wide private label range and convenience pricing.

Pricing & Promotion Trends Observed

1. Lidl Uses Strong Weekly Deals

• “Aktion der Woche” drives footfall for snacks, beverages, and hygiene

• 10–20% cheaper vs REWE during active campaigns

2. REWE Prioritizes Convenience Pricing

• Prices slightly higher on most branded goods

• Stronger in-store presence in urban zones and quick delivery support

3. Private Labels are Prominent on Both Platforms

• REWE: “Beste Wahl”, “Ja!”

• Lidl: “Milbona”, “Cien”, “Deluxe”

Tracking their positioning helps national brands plan price-matching, shelf competition, and consumer switching risks.

Strategic Use Cases for FMCG Teams

1. Brand Managers

• Align regional discounts with retailer promotions

• Track shelf placement and competitor offers

• Improve negotiations with category buyers

2. Trade Marketing Teams

• Build visual dashboards of weekly promotions

• Detect private label cannibalization

• Allocate budgets for regional price-match campaigns

3. Category Insights & Analytics

• Benchmark pricing across 100+ SKUs

• Forecast demand patterns based on promotion history

• Identify underperforming regions and stock gaps

Sample View: REWE vs Lidl in Berlin (July 2025 Snapshot)

Carbonated Drinks – Coca-Cola

• REWE Avg Price: €1.55
  
  

• Lidl Avg Price: €1.29
  
  

• Discount Frequency: Lidl – Weekly
  
  

Chocolate Bars – Milka

• REWE Avg Price: €1.10
  
  

• Lidl Avg Price: €0.95
  
  

• Discount Frequency: Both – Bi-weekly
  
  

Haircare – Dove / Cien

• REWE Avg Price: €2.99 (Dove)
  
  

• Lidl Avg Price: €1.95 (Cien, Private Label)
  
  

• Discount Frequency: Lidl Weekly + Private Label Advantage
  
  

Detergent – Persil

• REWE Avg Price: €5.89
  
  

• Lidl Avg Price: €5.39
  
  

• Discount Frequency: Lidl – Monthly

Advanced Features Offered by Actowiz

1. Promo Tracker Alerts

Get notified whenever:

• A competitor launches a discount

• A product changes price

• Your SKU loses its top shelf ranking

2. Dashboard & Reports

Access:

• Weekly product visibility reports

• Price volatility graphs

• SKU-wise discount heatmaps by region

3. API & Integrations

Connect your internal BI or retail planning tools with:

• Actowiz’s real-time scraping API

• CSV exports or Google Sheets feeds

FMCG Decision-Making Gains with Actowiz

Price Change Detection

• Before Actowiz: Manual, Delayed

• After Actowiz: Real-Time Notifications
  
  

Promotion Alignment

• Before Actowiz: Store-by-store basis

• After Actowiz: Nationwide Dashboard (Auto)
  
  

Competitor Monitoring

• Before Actowiz: Monthly PPTs

• After Actowiz: Live SKU Dashboards
  
  

Private Label Risk

• Before Actowiz: Unknown Impact

• After Actowiz: Brand-switching Analysis

Use Case Snapshot: Beverage Brand in Germany

A global beverage brand tracked their Coca-Cola competitor’s discounts via Actowiz and discovered:

• Lidl priced Coke €0.20 lower during 3-week campaigns

• Regional REWE outlets did not match discounts

• Their own cola variant was pushed down in shelf sort order

Result: They re-allocated promo budgets to match Lidl pricing in Berlin & Cologne, increasing 2-week sales by 12%.

Key Takeaways for FMCG Leaders

1. Data is Not Optional Anymore

REWE and Lidl change prices and discounts weekly. Monitoring them manually is inefficient and risky.

2. Private Labels are Gaining Share

FMCG brands must watch how REWE & Lidl position in-house labels vs their SKUs.

3. Real-Time Shelf Intelligence Drives Revenue

Knowing your product’s digital shelf position, discount visibility, and regional pricing gaps lets you win category battles faster.

Conclusion: Win the Discount Game with Actowiz

In Germany’s grocery space, where a 10-cent difference can swing brand loyalty, the smartest FMCG players are investing in data-first decision-making.

With Actowiz Solutions, you gain the power to:

• Track product prices across REWE & Lidl

• Analyze promo patterns and discount lifecycles

• Benchmark against private labels

• Drive faster, regionally optimized decisions

From Berlin to Munich, our scraping engine delivers reliable, real-time retail intelligence at SKU, category, and city level.

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