This is a Declaration of war to the German discounters Aldi and Lidl: Coop CEO Joos Sutter (53), announced yesterday, the product range of its low-cost airline to significantly expand. Since the beginning of the year, Coop has already taken 50 new Prix-warranty products to the range. Once again so many want to come to the end of the year in the shelves. At the same time Sutter promises lower prices for the individual products.

run for a Total of 500 articles under the cheap line of the retail giant. “The price is a very important issue. We need to be able to compete with the discounters,” says the Coop chief. That’s Sutter for low prices, the publicity, shows: Since the market of the German discounters Aldi and Lidl admission before 14 and in the next ten years, it has intensified the price war in the Swiss food retailing and is, today, more than ever, a topic also of customers.

Both Coop and Migros are competing reductions, permanent price, and the expansion of their cheap lines to the favor of the consumer. The intense price competition has led to the fact that the shopping in this country is now as low as never before. With other words: The two German discounters were the two major retailers fire under the butt, and resulted in lower prices.

Aldi and Lidl on the rise

Indeed, dominate the industry leader, Migros and Coop, the grocery trade. But: While the discounters such as Lidl and Aldi increased their market share in Switzerland since 2005, from a few to more than ten percent, shrank the share of the two oranges place deer around ten to 58 percent.

In the years 2000 to 2018, the sales of the Discounter, climbed in this country, more than four times and is now over 6.2 billion Swiss francs. Around 60 percent of this growth will go to the account of Aldi and Lidl, which have increased their points of sale in the breath-taking pace in Switzerland. The opposite is the supermarket-sales of the two market leaders, Coop and Migros of 22,16 billion Swiss francs

Thomas Rudolph, Professor of Marketing and retail management at the University of St. gall, speaks of a “continued tough price competition”. Rudolph: “Aldi and Lidl have expanded over the low prices their branch network and, thus, the price pressure is compounded.” The led in the food trade in addition to the sharp increase in shopping tourism to a decline in sales of established dealers, the retail expert.

Less sales at Coop and Migros

Despite the price cuts, and Expansion: With the own lines of budget, Prix Garantie and M Budget will lose Coop and Migros continuously to the ground. Migros has experienced with M-Budget between 2005 and 2008, the turnover increased from 483 to 771 million francs. But since then, they fell again to 551 million Swiss francs. Migros is the basis of the sales decline with the growing demand for sustainable and healthy products.

“Therefore, the sale was increased surface area for such products and those for M-Budget-products are easily reduced,” says spokesman Patrick Stöpper. Not only that, but of Course, the Expansion of Aldi and Lidl have led to changes in the market, Stöpper.

Similar to the growth of the Prix Garantie. The Label was launched in 2005, as a Aldi in Switzerland, the first stores opened. Until 2008, the turnover increased from 340 to 381 million francs, and has since decreased to 268 million Swiss francs – are still lower than in the year in which the brand was introduced.

the reason for the sales decline: “We have lowered the prices for the Prix-warranty products steadily in recent years,” said Coop spokesman Urs Meier. Now with the announced Expansion of the product range is again expected to rise cheap sales.

Muttenz BL – Siroop is history. Nevertheless, the loss of rich online marketplace at the balance sheet media conference of the Coop. As the chief, Joos Sutter (54), said, has torn the loss of business operationally, a hole of 35 million Swiss francs in the Treasury. The profit of the retailer is contracted to 2018 because it is also easy to 473 million. Sales Coop made forward. With an area of 30.7 billion Swiss francs, this is five percent higher than in the previous year and higher than the rival Migros (28.4 billion Swiss francs).

supermarket sales rose only slightly by 0.8 per cent, although customers grew by three percent. The bottom line is that customers of every purchase to spend less. This is a consequence of the Convenience boom, as Sutter explained. Julia Fritsche