New price comparison by Lidl causes bad blood among Belgian competitors

In response to a new wave of price reductions, Lidl has published a price comparison with competitors Colruyt, Aldi, Albert Heijn, Delhaize, and Carrefour. They are not happy about this new move in the supermarket war.

Incorrect comparison

According to the comparison, which will appear in the January 28 brochure, Colruyt is 0.72% more expensive than Lidl, while the price differences for the other chains are even higher: 5.76% for Aldi, 10.13% for Albert Heijn, 16.21% for Delhaize, and 17.15% for Carrefour. The discounter says it has permanently reduced the prices of more than 100 products.

Some competitors are not happy with the new campaign. “The timing does not surprise us,” says Delhaize spokesperson Roel Dekelver. “We are still investigating the comparison, but I can already say that it is not correct to compare prices from January 8 with today’s prices, as Lidl is doing. You have to compare apples with apples.”

Earlier this month, Lidl responded very sharply to the price comparison published by Delhaize. The discounter even went to court in summary proceedings, but the court has already rejected Lidl’s allegations. Delhaize is allowed to continue the campaign.

“Not fair play”

Colruyt also responded very quickly to Lidl’s initiative. “It is logical that Lidl has made the price comparison to its own advantage. Unfortunately, however, this is not fair play: our price archives show us that several prices at Lidl were reduced and the Colruyt prices were noted shortly afterwards,” says the market leader. “Colruyt is a price follower: we monitor all prices and promotions of every competitor. In the event of a sudden price reduction, our people need some time to capture the changes and adjust the prices in Colruyt stores. This takes a few hours, and this time was no different: as soon as we noticed the price reductions, our prices were adjusted.”

“This is once again tampering with data and methodology – just like in 2024 – to claim a fictitious price gap,” responds Albert Heijn spokesperson Ann Maes. “That never existed and doesn’t exist now. We have been a driver of change for 15 years and we are proud of that. Competition and price comparisons are perfectly fine – on one condition: they must not be misleading.”

“Tailor-made”

“Specifically, we have also established that Lidl had reduced the sales prices of products the day before their comparison. Often to our price level,” Aldi responds. “We adjust our sales prices where necessary. We reiterate our position to always examine the entire range and not just analyze the selected lists. Such lists are tailor-made and do not give the customer a complete and therefore accurate picture.”

“We saw the price comparison from yet another retailer. A comparison based on a very targeted selection of products – a selection that, coincidentally, is to its advantage. An interesting method… and very creative,” was Carrefour Belgium’s response. “At Carrefour, we make a different choice: that of relevance. Comparing a few carefully selected items does not say much about the reality of customers’ shopping baskets. And even less about their daily lives. Our strategy is clear and deliberate: choice and purchasing power. Choice, with the largest assortment in the country. Purchasing power, with constant price reductions, promotions on what our customers really buy, and the most generous loyalty program in Belgium: our Bonus Card. One-off comparisons create a lot of buzz. Purchasing power is built up every day.”

“Lidl initiates price reductions”

“We did our own price comparison on January 8, which shows that Lidl has the lowest prices on the market,” says spokeswoman Isabelle Colbrandt. “The lowest prices start with us: we lower them as soon as we can, that’s our message. We initiate price reductions in the market. For example, if cocoa prices fall, we adjust chocolate prices. The difference with Colruyt is indeed minimal. We just want to show that consumers get low prices from us as soon as possible, without detracting from Colruyt’s lowest price guarantee.”