During the second week of January the German supermarket chain Aldi Nord promoted fruit in various newspapers, according to the Fruchthandel. Bananas were offered at 0.69 Euro/kg. Grapefruit from Israel and Turkey was offered at
0.79 Euro/kg and leeks from the Netherlands and Belgium cost 0.69 Euro/kg.
Decreases in price when demand is low are not unusual in the food sector, but one wonders whether prices like these will increase consumption. Recently it became known that the companies themselves were not convinced that the decrease in price had noticeably assisted. According to the German trade journal LZ Aldi Nord would not have reached the turnover objectives for foodstuffs in many branches in 2010. This is understood to be the result of considerable decreases in price in this sector.
The German Fruchthandel Magazin looks very critically at the actual advertising action of Aldi Nord, because of the fact that above the fruit and vegetable offers multivitamin effervescent tablets and other food supplements are promoted. The vitamins in the advert are cheaper than the fruit and vegetables. In the struggle for healthy food with fruit and vegetables this kind of advertising may be seen as counter productive. It is not supportive in creating more appreciation with the consumer for healthy fresh products. In addition this form of promotion with low prices comes at a time, when discounters are already being criticized about their pricing policy.
The German Fruchthandel Magazin looks very critically at the actual advertising action of Aldi Nord, because of the fact that above the fruit and vegetable offers multivitamin effervescent tablets and other food supplements are promoted. The vitamins in the advert are cheaper than the fruit and vegetables. In the struggle for healthy food with fruit and vegetables this kind of advertising may be seen as counter productive. It is not supportive in creating more appreciation with the consumer for healthy fresh products. In addition this form of promotion with low prices comes at a time, when discounters are already being criticized about their pricing policy.
Source: Fruchthandel