Lidl, Italy (Food and Grocery) Shoppers Profile, Market Share and Competitive Positioning

Lidl, Italy (Food and Grocery) Shoppers Profile, Market Share and Competitive Positioning

Summary

Profile of retailer’s shopper base, key performance indicators, sales and market shares

Lidl is among the leading food and grocery retailers in Italy, with 41.9% of all Italian customers opting to shop from the retailer. According to Globaldata, in December 2021, Lidl registered sales growth of 2.6%, winning the festive battle versus Aldi’s rise of 0.4%. With the advent of online shopping, it is not sufficient for brick-and-mortar stores to compete only on price and quality alone. Hence, Lidl will need to shift according to changing consumers’ inclinations.

Scope

• Lidl attracts a diverse customer base who demand high-quality food and grocery products at an attractive price range
• After festive sales, Lidl claims to be the fastest-growing brick-and-mortar retailer with its unique marketing strategy through social media
• Lidl is in a strong position but would need to invest more in the online channel to fuel growth

• Gain a comprehensive knowledge on Lidl's business and develop a competitive advantage
• Investigate current trends in the food & grocery market to identify the best opportunities to exploit
• Analysis of key players in the food & grocery market segment in Italy