Discount Retail Chain Lidl Germany (owned by the German Schwarz Group) is pursuing a new pricing policy and is less geared towards its competitor Aldi, reports the “Lebensmittelzeitung”.
Lidl boss Kenneth McGrath is pursuing austerity measures to increase the company's returns.
The discounter Lidl has a new pricing policy. According to the “Lebensmittelzeitung” (LZ), market research data shows that the subsidiary of the Schwarz Group is no longer based on the prices of its competitor Aldi. Lidl boss Kenneth McGrath is pursuing austerity measures to increase the company's returns.
Example:
Milka chocolate. At Lidl, the candy costs 1.35 euros instead of 1.29 euros at competitor Aldi. At Aldi, for example, organic milk was reduced from 1.45 euros to 1.35 euros. Lidl did not follow the trend.
In addition, there are fewer special offers in the discounter of the Schwarz Group, as the "LZ" reports.
McGrath's change of course is also reflected in shelf prices. Despite or because of the higher prices, the group expects sales to increase in the current financial year. In the final quarter of 2022, on the other hand, Lidl's growth lagged far behind Aldi.
See here for more: Discounter: Darum bietet sich Lidl keine Preisschlacht mehr mit Aldi - Business Insider
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