German Retailers Face Backlash Over Shift to Digital Advertising

Despite retailer claims of stable performance, consumer surveys reveal dissatisfaction with the loss of print brochures.

Retailers like Rewe and Obi have discontinued print brochures, citing rising costs for energy, paper, and personnel.
A February 2025 survey by IFH Köln found that 52% of former print brochure readers miss them, and 45% shop less frequently at retailers who abandoned print advertising.
Print brochures remain highly popular, with 78% of survey participants reading them weekly and 87% finding them relaxing and enjoyable.
Rewe reports stable business performance and high app adoption since transitioning to digital advertising, though consumer resistance persists.
Many consumers feel digital alternatives are less accessible, with 62% reporting reduced access to retailer offers and information.