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HARD DISCOUNTERS: TO LIST OR NOT TO LIST?
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HARD DISCOUNTERS: TO LIST OR NOT TO LIST?

Case studies with Lidl in Belgium and Aldi in the Netherlands

For years, Aldi and Lidl have commonly been referred to as “discounters”. But they have become so much more than what they were in the early days of low prices and limited choice. They have evolved into a highly valued, modern, small-store format that has increasingly become part of shoppers’ lives.

Shoppers know them by their store names, not as discounters. Shoppers love them, but what about manufacturers?

What factors should a manufacturer weigh before listing their product at a discounter?

Will listing at a discounter impact brand health due to lower prices? Or are there benefits that outweigh the risks?

Nielsen examines these questions in case studies in Belgium and the Netherlands.