Grocery-retail apps have shifted from being convenient add-ons to becoming core tools that shape modern shopping behaviour. Recent insights from NielsenIQ (NIQ) show that apps are increasingly central to how consumers plan, save, and purchase — a trend accelerated by ongoing economic uncertainty and rising living costs. In this environment, shoppers value transparency and control, and digital tools help them manage budgets more effectively.
Adoption continues to rise across Europe. NIQ’s Consumer Panel reports that around two-thirds of German households now use at least one retailer app, with coupon activation remaining the most popular function. These digital incentives are not merely promotional extras: they influence store choice, encourage larger basket sizes, and increase purchase frequency. Heavy app users generate significantly more “big trolley” shops than non-users.
However, competition for screen space is fierce. Consumers typically use multiple retailer apps, which means user experience and relevance are key differentiators. Fast loading times, intuitive navigation and reliable coupon redemption at checkout are consistently ranked as essential. Retailers with strong digital ecosystems — integrating loyalty, personalised offers and seamless in-store execution — tend to convert casual users into repeat shoppers.
Despite the surge in digital engagement, traditional printed brochures still play an important role, especially among older demographics. Younger shoppers, by contrast, increasingly prefer app-based flyers and digital circulars. This divergence makes age-specific communication strategies crucial.
With inflation expected to ease and FMCG price growth moderating, volume will become a primary growth driver. Well-designed apps, supported by relevant offers and frictionless redemption, will help retailers stimulate more frequent and larger shops.