Setback for Aldi and Co: The German food discounters have lost ground in Germany compared to the classic supermarkets, reports the German website Proplanta.de.
The discounter massively reduced their prices last year. This is one of the main reasons for their bad result, according to Adlwarth. They may have sharpened their price image, but the lower prices have not made their number of customers increase or made more sales. And because competitors quickly responded to the price reductions of the discounters, in the end less money ended up in pockets.