Lidl grows in The Netherlands

Lidl is growing more popular in The Netherlands, Distrifood reports, and intends to compete directly against supermarkets in the country. This year Lidl will not only expand to operate more than 350 stores but also begin to operate more like a typical supermarket, rather than a discounter.

While the stores have been refurbished, the biggest changes can be seen in Lidl’s advertising and promotion, which are communicating more than just low prices. Recently there was a full page advertorial in which Lidl promoted its sustainability efforts, including the construction of the new sustainable headquarters and the retailer’s assortment of sustainable products.

Distrifood writes: “This is all evidence that after thirteen years in The Netherlands, Lidl has become a major player. Not just as arch rival of Aldi, but increasingly as a competitor to other supermarket formats. The big chains should worry about the fact that the fresh assortment of Lidl often comes out as one of the toppers in tests, and is also valued higher and higher by consumers.”