Lidl officially entered the local market in 2011, when it took over more than 100 Plus Discount stores, and then focused on its own expansion.
Romanians are increasingly attentive to promotions and offers, looking for them in a period of heightened sensitivity to prices, against the backdrop of pressure on budgets, say officials from Lidl Romania, the local trade leader.
“One of the trends in 2024 is the continuation of the adaptation of expenses to the current economic context, with consumers opting for more accessible retailers from the point of view of price. Discounters, including Lidl, recorded outstanding performances in 2023, reaching, in total, a market share of 27%. This indicates a clear orientation of consumers towards more economical options”, say Lidl officials, who quote McKinsey consulting company. However, they do not provide details regarding their own market share or turnover obtained last year.
By comparison, in 2022, Lidl Discount, the company that operates retail in Romania, reported business of 18.5 billion lei, up 24%.
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