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Rewe Says Brands Are Losing Clout as Shoppers Trade Down

Regulators will review Rewe’s plan to buy up to 40 Tegut stores in a market dominated by four chains.

Overview

  • Souque said Wednesday that national brands are losing importance as Rewe’s private-label share nears 30%.
  • Heavy spending on loyalty apps and infrastructure pushed 2025 net profit down to €525 million on revenue of €100.4 billion.
  • Price checks show core private-label items cost the same across chains, and surveys find about 30% of shoppers now use discounters more often.
  • Rewe signed a deal to buy up to 40 Tegut stores from Migros, with the Bundeskartellamt expected to rule in about five months.
  • The Monopolkommission criticized the planned sales, pointing to a grocery market where the four biggest groups hold about 87.5%.