Evacuate the shelf!
Edeka, Aldi, and Lidl are ditching brands – what customers need to know now
Monday 05.09.2022 | 10:11
Milk, butter and other basic foods are more expensive now than ever. For the cheapest liter of milk, consumers have to pay 1.09 euros at reduced prices, for example. At the beginning of the year, the price was still 81 cents. Furthermore it. Potato chips, chocolate, mineral water, soft drinks and yogurt are up to 30 percent more expensive compared to the previous year.
Brand manufacturers want more money for their products. The background is that production costs have risen sharply. Companies have to spend more money on people, energy, packaging, transportation, warehousing and raw materials.
Fall is expensive: Aldi, Lidl, Rewe and Edeka are currently focusing on pricing
The prices for the next six months are discussed during the negotiations of the current trading terms. But it is also about new products, presentation, special offers and delivery times. In view of the current costly stage, price plays an important role.
“Behind the scenes, department stores and dealers are preparing for intense negotiations in the fall,” an insider warned in early June in an interview with FOCUS Online. Retailers reject sharp price increases in the double-digit percentage range. It appears that adjustments have been planned for chocolate, jams, juices, takeaways, chips and coffee. Brands like Milka, Nutella, Zentis and Kinder-Schokolade are affected.
Aldi, Lidl and Rewe want price guarantees from manufacturers
According to the “Lebensmittel Zeitung” report, Aldi and Lidl want a price guarantee from the brand’s manufacturers. Prices are not expected to rise further over the next few months. But Rewe, Penny, Netto Marken-Discount and Edeka are also looking for stable prices. You also don’t want to make big adjustments.
But this is exactly what the manufacturers want. Edeka is currently negotiating with Coca-Cola. As FOCUS found out online, it’s all about Coca-Cola, Fanta, and Sprite cans and bottles, and their prices. Since Edeka is currently unresponsive to the ideas, Coca-Cola is threatening to halt deliveries. Edica dealers can no longer order and sell group drinks.
According to information from FOCUS online, September 8th has been reported as the start date for the stoppage of deliveries. Negotiations appear to be continuing. Reviews from the industry confirm that this is a way to apply pressure. The Coca-Cola Group relies on Edeka’s sales territories so it can keep sales steady for the current year.
For this reason, the previous threat to stop delivery does not affect Neto Marken-Diskton, Edica’s sister, nor Edica’s partner stores from Marktkov.
The expulsion of Aldi, Lidl, Danone, Nestlé and Henkel
But the major opposition market leaders Aldi Süd, Aldi Nord and Lidl are currently in talks with manufacturers. Here, however, the products have already been taken off the shelves. According to a report by Aldi employees, there are currently no “Fruchtzwerge” and “Activia” products in the branches. Both brands of yogurt belong to the Danone range and have not been available for several weeks.
In Lidl, products from “Müllermilch”, “Henkel” and “Beiersdorf” were again lost on the shelves. According to information from FOCUS online, this is for Nivea deodorant, Pril dishwashing liquid and other drugstore items from Bref and Somat.
The newspaper “Lebensmittel Zeitung” also confirms the relevant information in its current issue. Apparently, reducers are weakening their brand business. The primary concern is that customers are increasingly turning to the cheaper Lidl and Aldi brands. Sales of branded products are declining again.
This is one of the reasons why focus on private branding business. In the past weeks, Aldi Sud, Aldi Nord, Lidl and Neto Markin Discount have advertised their own and cheaper brands widely on television, radio, newspapers and online media.
What should I consider when shopping in the supermarket?
In the current costly stage, it has become difficult for consumers to shop at low cost. However, there are methods that we list here.
Although Rewe, Kaufland, Edeka, Lidl and Aldi are trying to lure customers to branches with offers, they have to account for higher prices.
In the past three weeks alone, six large supermarket chains have raised prices for nearly 60 products.
FOCUS Online advises: Look closely for offers in the weekly brochures of supermarkets, and use apps, coupons and also unnamed brands to get the most savings.
Offering prospectuses are sent out weekly, often between Thursday and Saturday. In some areas, magazines can be found in your local city or in weekly newspapers. Make sure to remove any “No Ads Please” stickers from the mailbox.
It is more practical to browse brochures online:
Prices unchanged? Then pay attention to the packaging!
If the price of groceries does not change, for example, consumers should take a closer look at the packaging when shopping.
Manufacturers are increasingly adjusting the quantities in packages. In so-called “deflation”, manufacturers reduce the content or reduce the quality of the product in order to introduce a subtle adjustment to the price.
This is not a new phenomenon. However, according to consumer centers in Hamburg and Hesse, complaints about this have increased in recent months. It is particularly insidious that the size and presentation of a product’s packaging remain unchanged.
Lots of consumers don’t notice anything at first. But the package contains fewer grams or goodies than before – for example, fewer crackers, tea bags or dishwashing tongues.
When shopping, pay attention to details – if you regularly buy certain products, you should pay attention to the quantities and the exact list of ingredients on the packaging.
It is often useful to compare the base price of products from different manufacturers – that is, the price per kilogram or liter. This makes it easy to spot expensive packages with little content. And finally save with cheaper offers.
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