Consumers can save a lot of money by choosing private label – often without loss of quality.
(Photo: PR, Handelsblatt [M])
Dusseldorf After the shopping spree, the shopping cart is full. “Shit! Did you pay attention to the prices?” asks one of the customers. The Edeka saleswoman calmed down: “Relax! We have over 7,000 groceries at discount prices.”
With this TV spot, Germany’s largest food retailer is trying to attract customers who have switched to Aldi, Lidl and Co. According to market researcher GfK, discounters gained almost six percent of the market in 2022. They benefit from the fact that food prices have risen by 13.4 percent. This is too expensive for many consumers – they are increasingly buying no-name products.
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