Aldi and Lidl reduce prices: purchasing power anthem for consumers!

Aldi and Lidl reduce prices: purchasing power anthem for consumers!

Rems, Deutschland - Aldi and Lidl have announced extensive price cuts that are in response to the current economic challenges. These measures aim to relieve consumers at a time of increasing living costs. Lidl will permanently reduce the prices of over 500 products, including essential staple foods such as wine, fruit, vegetables, cold cuts and bratwurst. The price cuts affect almost all of the product groups and can be up to 35 percent. Aldi also plans similar measures and has already reduced around 1,000 items in the price, with other hundreds of products that will be cheaper in the coming weeks, including oil, bread, muesli, honey and nut nougat cream.

According to Aldi spokesman Swen Gallina, responsibility is in the foreground of creating stability and giving people something good. Felix Rottmann, the German director of Aldi Nord, emphasizes the principle of price leadership as crucial for the company. Lidl boss Friedrich Fuchs emphasizes that the price reductions are made possible by “long-term, fair agreements with suppliers and high acceptance quantities”. These new pricing models are presented as a strategic decision with a long -term effect, which illustrates the focus of the discounter on consumer needs.

creative advertising and criticism

In a creative advertising campaign, Lidl had a customized version of the German national anthem presented in a branch by the singer Sarah Connor. The advertising message should be underlined with the reputed text "Unity and price and purchasing power for the German wallet". However, there were also critical voices on the Lidl Instagram pages of Lidl and Sarah Connor, which the campaign felt as tasteless. This is reminiscent of a former promise of Sarah Connor at the opening of the Allianz Arena in 2005.

background of the price adjustments

The current price reductions come at a time when the general price level for food has increased by around 30 percent since 2021. This inflation affects all food groups, including important staple foods. The NRW consumer center continuously observes the market situation and discloses the causes of the price increases. High costs for energy, fertilizers and feed, a shortage of workers and rising personnel costs from the minimum wage are essential factors. Climate change also contributed to more frequent missed, which also influences price development.

hidden price increases due to lower filling quantities and changed recipes are another sign that consumers are increasingly dependent on price comparisons. Against this background, the initiative of Aldi and Lidl as well as the price cuts are a welcome sign for many households. Nevertheless, consumer advice centers require political and antitrust laws to check possible abuse strategies by trade and food manufacturers.