Lidl's "Unser Brot" private label receives "Best Bakery" award for a fourth consecutive year / Multiple top spots in private label investigation
In a recent study by the German Society for Consumer Studies (DtGV), Lidl's private labels have once again proven their worth in the competitive German grocery market.
For the fourth year in a row, Lidl's "Our Bread" range has been named "Best Bakery Shop". This achievement is a testament to the quality and affordability of their freshly baked goods, which include a diverse range of up to 50 items, from Bioland bread and rolls to regional specialties like Franzbrötchen, milk rolls, and quark tarts. Most of these baked goods come from German production, combining traditional baking craftsmanship with modern manufacturing methods.
Lidl's premium private label, "Deluxe", also made a significant impact in the study. In 2023, "Deluxe" ranked sixth in the overall "Premium Retail Brands" segment. This year, it has secured an excellent second place, moving up from last year's fourth position. Notably, "Deluxe" has also outperformed Lidl's previous winner, "Milbona Selection", which ranks third in the current study.
The "Germany's BEST Brands 2025" study, conducted in April 2025, evaluated a total of 3,223 interviews on 222 private labels. Lidl private labels were part of the top group 17 times in various categories. Eleven of these labels were awarded "Excellent Private Label" in their respective segments. Furthermore, Lidl private labels achieved first place in the sub-category "Price-Performance" five times.
The study also highlighted a few consumer trends in Germany. Amid rising grocery prices, consumers are likely to shift their purchasing habits, with 34% indicating a preference for private-label brands to mitigate costs. There is also a rise in eco private-label launches, indicating a growing interest in sustainable products. German consumer sentiment is on the rise, but with a lower propensity to buy compared to previous months, suggesting potential benefits for private labels offering more affordable options.
Lidl in Germany has been named the brand with the highest customer satisfaction three times in the "Germany's BEST Brands" study. For more information on the study, or to explore Lidl's offerings further, visit their official website.
In the "Germany's BEST Brands 2025" study, Lidl's private labels were not only awarded across multiple categories but also garnered first place in the "Price-Performance" sub-category, demonstrating a strong presence in the retail industry. As consumers adjust their spending habits due to rising grocery prices, it appears that Lidl's affordable and high-quality private-label offerings, such as "Our Bread" and "Deluxe", could become increasingly attractive in the competitive finance and retail business sectors.
