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.