Survey: favorite chocolate brands among German Lidl customers 2019

Milka is the most popular chocolate among German customers shopping at the discounter supermarket Lidl, followed by the quintessential German brand Ritter Sport and then Lindt from Switzerland. This ranking was also true for the German population in general.

Sweet talk

More customers pay attention to the price when buying chocolate at Lidl, though it’s not a much larger share compared to those who pay more attention to the brand. One thing is clear: both camps are interested in chocolate. In 2018, 17.6 million Germans ate chocolate several times a month and 790 thousand did so daily. Consumption frequency may be influenced by such factors as concerns about the ways in which chocolate is manufactured, the ingredients used or changing lifestyle and nutrition choices. Meanwhile, the total production volume of chocolate and chocolate products in Germany has grown in recent years.

Biggest chocolate producer in the EU

Chocolate and chocolate products are extremely popular throughout the EU, with many countries known not only for their love of chocolate, but their own successful brands which are exported all over the world. As of 2017, the EU’s biggest chocolate producer was Germany, with 1.3 million tonnes produced that year, followed by Italy and France.

Leading chocolate brands (consumed in the last 4 weeks) among Lidl customers in Germany compared to the population in 2019

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Release date

November 2019



Survey time period


Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

In the context of the survey, Lidl customers were defined as people who shopped at Lidl 6 months prior to the survey.

Information on population:
Base: German-speaking population 14 years of age and older.

Information on total sample:
2018: 23,106 respondents, projection to 70.45 million people.

Information on the target group "Lidl customers":
projection to 39.88 million people.

Further information on methodology available here.

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