Competition for Aldi, Lidl and Co.?

That's what Rewe intends to do now

Created: 06/03/2022, 16:18

By: Isabel Wetzel

Inflation is rising, groceries are getting more expensive and consumers are trying to save.

With a new strategy, Rewe now wants to assert itself against discounters.

Kassel – The consequences of the corona pandemic and the Ukraine conflict are becoming more and more noticeable every day.

Reports about price increases and calls for help from growers and producers are pouring in.

At 7.4 percent, inflation in Germany was already at its highest level in over 30 years in April.

Supermarkets also have to adapt to difficult times.

The food giant Rewe now wants to adjust its strategy so that it can continue to compete with discounters such as Aldi and Lidl in the future.

For this purpose, the range of the low-price own brand "ja" is to be expanded, reports the Lebensmittelzeitung.

Due to the change, there will be fewer medium-priced products from "Rewe Beste Wahl".

Rewe is changing: Some products from "Rewe Beste Wahl" will disappear from the shelves so that the supermarket can exist as a real alternative to the discounter.

©Oliver Berg/dpa

Rewe wants to compete with discounters: the “ja” brand should be strengthened

Market research data illustrate the problem: According to the Lebensmittelzeitung, the so-called full-range retailers (Rewe or Edeka and Kaufland) have suffered significant losses in sales and market share compared to the discounters in recent months.

By further expanding the successful concept of the "ja" products, Rewe wants to completely replicate the range of Aldi or Lidl.

What does this mean for customers?

You get all the products that you can buy in the discounter - and at a similar price level.

In addition, the supermarket also wants to set itself apart by continuing to offer groceries that the discounters don't even have in their range.

Especially in times of rising food prices, this could create a new incentive for some customers.

More "yes" products at Rewe: This is how the supermarket wants to compete with Aldi and Lidl

Rewe itself has not yet fully confirmed this new strategy.

However, the fact that the "yes" range has already been increased to more than 1100 products is good.

At the same time, numerous products of the own brand “Rewe Beste Wahl” have been switched to “yes”, and thus become cheaper for the end consumer.

(iwe)