Aldi fights for price cutting image
The decreases in prices could influence the entire foodsector because many traders associate the prices of their cheapest products to the price of the discount market leader Aldi.
For Aldi it is important at the moment to issue price signals. Because the discounter is being challenged more and more by competitors. Rivals Lidl and Rewe come with special offers all the time, for instance CoCo-Cola and Fanta, prices of which are lower than the permanent price at Aldi. With that they affect the price cutter image of Aldi. Supermarket chain Real a few months ago even introduced a budget own brand, of which the prices had to be lower than those at Aldi, Lidl and co. The client, however, had to accept a lesser quality with these products.
The time when it was an iron law within the German foodtrade that Aldi always had the lowest prices for daily shopping appears to be over for the time being,
despite the recent decrease in prices.
