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France: What if the future of minimalist and local trade in France will be finally embodied by Lidl?

Discount Retail Chain Lidl France (owned by the German Schwarz Group) opened, in Nanterre, its largest store in France, with a space of 2,300 square meters. With this very successful store concept, the discount brand proves that the quality of execution gap between the EDLP stores concepts (here only 10% of the assortment are own private labels) and discounters becomes obvious and provides enough space to own brands and certain local historical connected FMCG brands to shine.

And if this minimalist mix, combining an offer of "justified" prices and a voluntarily reduced assortment (now at 2,500 item references), finally corresponded to what consumers want, in this post-Covid period in the grip of inflation, where the French put back in question their consumption mode? Do we need thirty toothpastes on the shelves to buy the best or, in any case, the one we need? According to Lidl, reported by LSA, the answer is no, even in a store of more than 2,000 square meters, the discounter "did not try to widen the offer in loser [his] DNA”.

A quality fruit and vegetable department, acclaimed by the French.

In addition to the price, proximity and quality, Lidl also shows exemplarity in freshness: according to the last Kantar/Promothée barometer, Lidl finds himself at the top of the "stores where there are good fruits and vegetables" with a 51% positive customer opinion, far ahead of Super U (43%) and Auchan (42%).

Without forgetting its non-food areas, supported by its famous bi-monthly “promo shots” on its vacuum cleaners, fans and other drills, which create a quality price and quality products for the brand...

In short, enough to make the purchase managers think, more and more wedged between "power" and "want" purchasing in relation to re-purchases.


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