At the discounter giants Aldi and Lidl, consumers can look forward to particularly favourable special offers during these weeks. For between the discounters, the dispute over price sovereignty in the business is just starting right again. The trigger for the discount battle is also an offensive-oriented strategy change at Aldi, to which the competitors respond accordingly to benefit consumers in the end, because the prices are cheaper at both discounters.
Farmer yoghurt for 17 cents, the 1.25-litre bottle of coke for 77 cents or the Wagner pizza for 1.44 euros: The German food trade is struggling with ever more sharply calculated special offers to customers. The price war is mainly driven by Aldi and Lidl. Because the smouldering rivalry between the major German discounters has flared up again – to the delight of many consumers.
For a long time, the price front has been quite calm for some time: “The food trade has held back relatively little in recent years with price wars, because the traders had to put a lot of money into the digital transformation and the revaluation of their stores,” says trade expert Boris Planner from the analysis house Edge by Ascential the location.
But by the beginning of February, it was over with the truce. Because Aldi suddenly changed its pricing strategy fundamentally. Until then, the discount market leader had opted for a strategy of long-term low prices for branded goods from its product range and bought it, which the competition with its special offers repeatedly demonstrated, but it now entered the competitors’ price struggles with strong advertising revenues.