Which Discounters Are Fighting for Market Leadership

The German discounters deliver themselves a tough race: Lidl and Aldi struggle for customers with price reductions. Generally, the competition becomes harder, show new numbers. Who has the lead in the race?

The German discounters deliver themselves a tough race: Lidl and Aldi struggle for customers with price reductions. Generally, the competition becomes harder, show new numbers. Who has the lead in the race?

Lidl makes many products cheaper. The discounter wants to do the consumer a favor. But the calculation behind it is actually a different one.

In June there will be a choice in the creation of the month: the current prize campaigns of Aldi Nord (Agency: Antoni 99) and Lidl (M&C Saatchi), the first O2 campaign directed by Steve Plesker (Serviceplan Bubble), the funny advertising appearance of Lukas Podolski for Volkswagen ID. Buzz (Scholz & Friends) as well as the current spots of Ahoj-Brause (Antoni Jellyhouse), Aperol (DDB Paris), Gerolsteiner (David+Martin), Mobile.de (Adam&Eve), Tob…

German shoppers are outraged by a new ad being run by the Lidl supermarket chain in national media, in which they sing about historic price cuts on hundreds of products to the tune of the German national anthem.

Supermarkets, discounters and retailers in Germany have announced that they will reduce prices for many food products, with the focus on private labels.