When shopping at Aldi and Lidl, many customers are currently disappointed. Many products from well-known brand manufacturers are currently only available to a limited extent or not at all, as reported by the “Lebensmittel Zeitung”.
At Lidl, for example, there are currently large gaps on the shelves for products from Beiersdorf, Danone, Henkel or Müllermilch. At Aldi Nord, customers currently have to do without a conspicuous number of Nestlé goods, while at Aldi Süd, Henkel’s range has been severely thinned out.
There are many reasons for the bottlenecks: The discounters are similar to their supermarket competitors in tough price negotiations with many manufacturers, which can be attributed to price disputes, delivery problems or the delisting of some items, among other things.
According to insider reports, the range of branded items from Lidl and Aldi are sometimes even fundamentally questioned. One reason: the manufacturers pushed through several price increases for many of the goods over the course of the year, which also has an impact on the sales of the retailers.
Due to the declining sales in the branded product range, Aldi and Lidl are now putting pressure on the manufacturers’ supplier reports. It is therefore checked which articles should remain part of the offer and which can be completely delisted. In autumn and winter, it is expected that consumer sentiment will continue to decline and that customers will be able to rely even more on cheaper private labels.
Lidl and Aldi have been demanding price guarantees from the major manufacturers for some time, but they generally reject them. Therefore, the discounters are increasingly relying on their own brands and are expanding their range, while branded items are losing focus.
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