In this instalment, our analysts for Europe offer their take on some of the region’s latest developments and initiatives. Here’s what you need to know about:

• Lidl’s new loyalty initiatives

• Jeronimo Martins and Migros’ 2025 results

• Esselunga’s new quick commerce partnership

Lidl Plus customers in Germany get discounted live sport

Lidl is adding live sports streaming to its Lidl Plus loyalty programme through a new partnership with Dyn, giving users discounted access to premium sports content. The offer lets Lidl Plus customers watch live handball, basketball, volleyball and other top leagues, with a discounted Dyn membership starting from €9.99 instead of €19.50. The move links the in‑store shopping experience with sports entertainment and leverages Lidl’s wider strategic partnership with Dyn Media.

Insight Analyst, Bently Briggs’s view: Lidl’s loyalty offering keeps evolving and improving to capture a broader range of shoppers. This latest initiative will not only resonate with the sizeable number of German sports fans, it also strengthens the existing partnership with Dyn.

Lidl Finland introduces app-based Scan&Go

Lidl is rolling out a Scan&Go feature in the Lidl Plus app that allows shoppers to scan items with their phones, pack directly into their bags, and pay via express checkout. It launches in 44 stores in January and will expand nationwide by autumn. The system supports packaged goods, sale items, bakery products, and produce via new smart scales, while age‑restricted items still require a staffed checkout.

Senior Insight Analyst, Rachel Sibson’s view: with shoppers looking to save time as well as money, discounters across Europe are investing in simplified journeys in-store. The introduction of mobile Scan&Go enables Lidl to maximise shoppers’ efficiency and minimise time spent in store.

Jerónimo Martins delivers solid 2025 growth across all markets

Jerónimo Martins reported preliminary 2025 sales of €36 billion, up +7.6% year on year, with like‑for‑like growth of +2.5%. All core markets delivered growth: Biedronka and Hebe in Poland, Pingo Doce and Recheio in Portugal, and Ara in Colombia, which posted particularly strong gains of +17.5%. The group also expanded its network, opening 448 new stores, remodelling 282, and launching Biedronka in Slovakia.

Insight Partner, Dan Butler’s view: the group has performed well by driving consistent volume growth across diverse markets, maintaining momentum despite moderating inflation and competitive pressures. With strong expansion, continued investment in store upgrades, and encouraging early results from its Slovakian entry, Jerónimo Martins appears positioned for sustained growth in 2026, with further international scaling and format innovation likely to support future market-share gains.

Migros reports preliminary 2025 results

In 2025, Migros celebrated 100 years of operations. The year also marked a significant shift in its structure and portfolio, as the retailer shed many of its more specialist banners and focuses on its core retail businesses. With this considered, it saw growth of 1.1% to CHF 31.9bn. In the food retailing segment, sales remained flat at CHF 23.2 bn. The supermarket business saw a slight decline (-0.5%), while discount and convenience saw increases of 0.2% and 4.8% respectively.

Senior Insight Analyst, Michela Pearson’s view:  These financial results are unsurprising, as Migros announced it expected sales to be impacted by its investment in price and network improvements. With its Vision 2035 strategy it is planning on making further investment, with CHF 2bn earmarked for expansion, and an additional CHF 500m pledged to keep prices low. Migros is facing strong competition from Coop Schweiz, whose retail business saw an increase of 2.3% in 2025. For more details on Coop and Migros’ strategies, read the Switzerland Country Presentation.

Esselunga announces partnership with Everli

The Italian retailer has launched a quick commerce offering in 65 stores across 8 key regions, meeting Italian shoppers’ increasing demand for a quick and convenient shopping experience. The service will allow shoppers to choose from over 17,000 SKUs from the retailer’s assortment.

Senior Insight Analyst, Michela Pearson’s view:  While Esselunga has an incredible strong in-house ecommerce offering, the move to expand via quick commerce signals it is meeting evolving shopper needs in the market. This is not its first foray into the q-comm space; it already offers quick commerce from LaESSE stores in Milan in partnership with Deliveroo Hop, and launched its own quick delivery service Presto a Casa in 2022 (which has since been discontinued). The new partnership with Everli demonstrates how efficient relying on an existing infrastructure via third party can be in the delivery space.

 

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