Lidl Announces Largest Price Reduction in Its History as Competitors Follow Suit

We have been the first grocery retailer to show what responsibility means: actions, not words. The fact that others now want to follow shows the positive impact of our initiative,” Fuchs stated.

“With the largest price cut in our history, we are providing noticeable relief for our customers and sending a clear signal to the industry,” said Friedrich Fuchs, CEO of Lidl Germany. He added that Lidl has already reduced prices on over 1,500 items this year. “We’ve been the first grocery retailer to show what responsibility means: actions, not words. The fact that others now want to follow shows the positive impact of our initiative,” Fuchs stated.

Lidl emphasized that the cuts are a long-term strategic decision, not a temporary marketing campaign. The company aims to pass cost savings directly to consumers without compromising product quality. Recent examples include reducing the price of butter to under €2.

The announcement has sparked a response from competitors. Aldi stated it would also permanently lower prices on hundreds of items in the coming weeks. The company has already reduced prices of around 1,000 products this year. “This is not advertising. It’s in our DNA. It’s our mission,” said Swen Gallina, spokesperson for Aldi Süd’s board.

Norma also announced price cuts on several hundred products, effective immediately, including Bavarian organic cheese under its Bio Sonne brand.

Lidl’s move is supported by a new ad campaign featuring Sarah Connor, launched during the DFB Cup Final, under the slogan “Unity in Price and Purchasing Power.”