Observed Signal · Aug 20, 2026 · Market Research · Source: Manager Magazin · Impact: 2/5 · Sentiment: Neutral
Alnatura Tops German Private-Label Trust Survey
A Porsche Consulting survey of 1,500 German consumers ranked supermarket private labels by trust: Alnatura topped the list with 23%, followed by Lidl’s Milbona (16%) and Edeka’s Gut & Günstig and Rewe’s Beste Wahl (each 15%). Despite high trust, only 3% say they shop at Alnatura frequently, compared with 30% for Lidl, 27% for Rewe and 26% for Edeka. The study reports private-label share rising from 42% in 2019 to 46% in 2025 and identifies price–performance, perceived quality and skepticism toward brand marketing as key purchase drivers. It also notes a parallel shift to digitally enabled, small-format local stores, citing Bremen startup Tante Enso as an example.
Consumer-trust rankings and rising private-label share affect retailer and brand marketing strategies but have limited direct impact on core AdTech infrastructure.
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Key Takeaways & Evidence Grounding
- Porsche Consulting surveyed 1,500 German consumers on trust in supermarket private labels.
- Alnatura ranked first for trust with 23%; Lidl's Milbona 16%; Edeka's Gut & Günstig and Rewe's Beste Wahl each 15%.
- Frequent shopper rates: Alnatura 3%, Lidl 30%, Rewe 27%, Edeka 26%.
- Private-label share in German retail rose from 42% in 2019 to 46% in 2025 (study data).
- The study cites price–performance, perceived quality and skepticism about brand marketing as purchase drivers and notes a move toward digitally enabled small-format local stores (e.g., Tante Enso).
Connected Companies & Entities
5 Entities mapped“Retailers and supermarket chains such as Rewe, Edeka, Lidl, or Aldi rely on private-label brands; Lidl's private label Milbona scored 16% in...”
“Edeka's private-label brand 'Gut & Günstig' scored 15% in the trust ranking....”
“Rewe's private-label brand 'Rewe Beste Wahl' scored 15% in the trust ranking; Rewe is cited among major retailers with private labels....”
“Aldi is mentioned as one of the supermarket chains that rely on private-label brands....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Most Trusted Brands 2026: Germans' Most Trusted Brands
Reader's Digest published its annual "Most Trusted Brands" study for Germany, listing the brands that enjoy the highest consumer trust. The 2026 ranking shows many previous top performers remaining among the leaders, while a new category/industry winner appears in this edition. The article highlights that trust is increasingly a key asset for brands. The food brand Frosta is explicitly shown among the brands with the highest trust in Germany. The piece was published by HORIZONT on July 17, 2026 and reports on the Reader's Digest survey findings without detailing the full ranked list in the article text.
German Private Labels Lag in Premium Segment
Lebensmittelzeitung reports that German retailers are investing less in premium private‑label innovation compared with several European neighbours, based on data from market researcher Mintel. The article notes that while the European grocery sector continues to expand higher‑value assortments, the German market showed weaker performance in the premium private‑label segment in Q1 2026. The piece, authored by Marco Hübner, highlights a consumer tendency toward lower‑priced entries amid tighter household budgets and implies an innovation gap for German retail own‑brands.
Alnatura Starts Selling at Netto
Alnatura, the German organic food retailer/brand, has changed its previous stance against discount channels and will make products available at Netto, an Edeka subsidiary. From August, up to 80 Alnatura items are scheduled to appear in about 260 Netto stores in Berlin. The move marks a strategic shift for Alnatura toward the discount segment. The article was published by Lebensmittelzeitung (Deutscher Fachverlag) on 2026-07-30.
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