Discounters in Poland are increasingly evolving their formats towards the supermarket model. However, not all of the key players – Biedronka, Lidl, Aldi Nord and Netto – will be able to keep up with shifting consumer preferences. With shoppers expecting a broader choice of branded items and higher product quality, all channel players have increased their SKU count by up to 50% in recent years.
As a result, the latest store concepts are more advanced than in many Western countries. At the same time, the larger share of branded items has made the discount model vulnerable to promotional attack from other channels. Therefore, market leader Biedronka and follower Lidl are working to reinvent their sales concepts in a head-to-head race, while simultaneously battling for price leadership. Long-established Aldi Nord, the latecomer in this new game of ‘supermarketisation’, is moving fast, but without a realistic chance to gain a significant position at a national level.
The report features an analysis and evaluation of the current market situation in the channel and speculates on future developments. Included in the scope are the retail dynamics of the leading discount players: Biedronka (Jeronimo Martins), Lidl (Schwarz Group), Netto (Dansk Supermarked) and Aldi (Aldi Nord). Quantitative and qualitative information used in the paper has been extracted from the LZ Retailytics database.
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