Lidl has always been the meeting place for gourmets and the curious. The promotions organized by the establishment on interesting themes of gastronomy certainly have something to do with it. Specialties from countries such as Asia, Italy and Greece have often been honored alongside other French local products. Its pricing policy has always made its reputation in France. Moreover, the competition has sometimes struggled to break through with these strokes of genius. But for some time now, the business with the blue, yellow and red logo has changed its game dynamics. But why?
Restrictions in place for purchasing shortage items
The price increase has never stopped consumers from buying in large quantities. Sometimes, customers just want to protect themselves against reversals of the situation as during the first confinement. Distribution companies are aware of this reality and have therefore adopted administrative measures, this time supported by Lidl. 1,500 stores would therefore have started to apply the necessary regulations.
Such massive restriction measures are made in order to combat impulse purchases by certain consumers. Lidl France customers must therefore respect the regulatory ceilings for certain foodstuffs. This is for example the case of sunflower oil. The idea is to give everyone the chance to get their hands on the available stock.
Qualifying day for the blues of Karabatic and episode of Horizon Sport! We welcome Michel Biero, Executive Director of Purchasing and Marketing at LIDL. Partnership and involvement for women’s sport, An exciting exchange looking to the future!
👉 https://t.co/JWpe6CQuKE pic.twitter.com/IqMEGPsb37
— LAFOURMI (@AgenceLAFOURMI) January 26, 2022
Despite this, the brand’s management still reassures customers of the preventive nature of the situation. The limitations made are therefore not binding. The measurements in question have various variations depending on the store.
In Perpignan, for example, a Lidl store has even drawn up a list of items subject to this restriction.
Gradually the prices went up
The head of Lidl is forced to adjust prices. This is already the case for sunflower oil which is now sold at 2.10 euros instead of 1.79 euros. In just three months, such increases are possible.
However, his fears about the bird flu problem are well founded. “The situation is tense” admits Michel Biero on the subject. He then wonders if for the end of year celebrations 2022, the duck will be able to suffice in number.
Egg supplies could therefore also become more complicated. This bird flu “decimates five to ten farms a day in France”. Consequently, the price of this product will therefore increase since it will become rarer. The price of beef and pork will therefore also follow this price increase.
🍟 Nord-Pas-de-Calais: wholesalers anticipate a shortage of frying oil pic.twitter.com/EjsQ83AWF1
— BFM Grand Littoral (@BFMLittoral) April 5, 2022
Between being or not being a responsible consumer
Not abusing products is part of the exemplary behavior of a responsible consumer. However, many understand that storage is a technique that can generate huge savings.
The price of several products will explode little by little. To keep a minimum of purchasing power, buying a little more and reasonably to store, remains a smart choice.
Near the Part-Dieu station in Lyon, the entrance to a Lidl store displays the following message:
“We are currently encountering supply difficulties on several of our products. Also, in order to satisfy all of our customers, we kindly ask you to limit your purchases”.
The brand’s customers had to limit their maximum purchases to “four 0.75 liter bottles of organic sunflower oil”, or even three one-liter bottles of “sunflower oil, a mixture of four oils and rapeseed oil”, and “a bottle between 3 liters of sunflower oil, and two liters of frying oil”.
Sunday’s little infographic: the soaring price of sunflower oil (with Ukraine effect) ⬇️⬇️⬇️
NB: the €2 threshold will be crossed shortly pic.twitter.com/Ga9yrRzLxI
— Olivier Dauvers (@Dauvers70) April 3, 2022
Recall of several products
For its part, the food industry is experiencing some difficulty. Mass recalls of all product categories are affected. The most outrageous of all is the case of the Buitoni frozen pizzas which resulted in several injuries and two deaths. However, the situation of ice creams contaminated by ethylene oxide is not better, nor that of Kinder chocolates before the Easter holidays.
Lidl is also affected by this rule. When a product in the store was singled out, it had to be immediately removed from sale. This is particularly the case for Sondey chocolate chip cakes. The marketing of this product on the shelves of the king of good things had to be interrupted. A dangerous level of sodium diphosphate (E450) was contained in these cakes. Additives have never been good for your health. Lidl understood this and took the necessary measures to preserve its customers.