Norma – Germany’s last hard discounter

By: Rennack Sebastian Date: 2025. 01. 21. 09:15

In the shadow of discount giants Lidl and Aldi, the Bavarian family-owned company has been able to grow steadily. A strong focus on regional specialties and an emphasis on private label quality help the retailer hold its own in the highly competitive German market.

‘Kenn ich, mag ich, kauf ich!’ (I know it, I like it, I buy it) is the slogan of the German hard discounter Norma. Accordingly, the retailer’s concept revolves around products from well-known regional brands and a wide range of private labels, most of which are certified by the non-profit organization DLG (Deutsche Landwirtschafts-Gesellschaft). Organic products play a special role, of which more than 220 have been awarded the DLG seal.

Norma operates an no-frills, hard-discount retail concept with store sizes ranging from 700 to 1,200 square meters, with an average sales area of approximately 750 square meters. Originally originating in the Bavarian region of Franconia, Norma’s network of 1,350 stores has expanded throughout Germany. The majority of shops are located in smaller cities with populations of 2,500 or more.

According to the latest available financial reports from 2022, Norma has generated net sales of 4.5 billion euros, an increase of 3.6% to the previous period. The sales per store of 3.4 million euros is at the lower end of all German discounters. By comparison, the figure for Lidl and Aldi Süd, with average store sizes of around 1,100 square meters, is estimated at more than 9 million euros net revenue. Norma does not engage in the promotional price wars for manufacturer brands that are one element of the German retail market, but nevertheless regularly wins top positions thanks to its clear value-for-money offer.

Despite the minimalist store concept, the retailer operates its own e-commerce business. It offers 60,000 SKUs, mostly non-food items, wine and pet food.

Right at the beginning of the store, Norma displays the traditional German breakfast categories in close proximity to each other – coffee, bread spreads and baked goods

Compared to the leaders in the discount channel, the bake-off bakery offers significantly fewer products, about 20 bake-off item

In the entry aisle, Norma displays its weekly and seasonal promotions on pallets or tables. Quarter-pallet displays branded by suppliers are an exception

For efficiency, the ambient/dry food assortment is displayed on three levels, one less than other discounters. Each item is merchandised in one shelf-ready packaging unit. Mid-tier regional brands and private labels make up 90% of the permanent assortment.

Despite the minimalist store décor, Norma consistently emphasizes its quality claim in every shelf unit. DLG awards and Fairtrade certifications are displayed at the shelf, here for the Excelsior private label milk chocolate.

In the wine department, no bottle costs more than 5 euros. More premium wines are merchandised as individual bottles, while the rest of the stock is displayed in cartons. Wines of the Month are displayed in the aisle and are priced at higher price points than the standard range.

The spirits assortment consists almost exclusively of regional brands not carried by other discounters. International A-brands are missing in the assortment.

High-involvement seasonal products are promoted with photo price tags, DLG seals and Fair Trade certification.

In the first half of the back of the store, Norma displays non-food and food promotions on tables. Printed posters of weekly promotions serve as customer guidance.

The second half of the back of the store is dedicated to refrigerated and frozen products. Low deep freezers provide an unobstructed view of the wall coolers.

The chilled ranges contain several dozen convenience items with a focus on traditional tastes and recipes.

In response to accelerating inflation, Norma launched its “my smile” entry-level private label for charcuterie products in the second half of 2022.

The standard ranges in the center aisle offer a wide assortment for baking and cooking.

The fruit and vegetable department is located just before the checkout. Despite the efficient, no-frills merchandising, the assortment includes many organic products.