Discount Retail Chains in Europe are rewriting the rules for Fast-Moving Consumer Goods (FMCG). Aldi and Lidl are no longer just "cheap supermarkets"; they are highly optimized machines driven by: Limited SKUs (less variety, higher volume per item). Private Label Dominance (selling their own brands). Hyper-efficient Supply Chains. For global suppliers, this represents both a golden opportunity for massive volume and a threat of being sidelined if they cannot adapt. 1. Lidl’s