Amidst speculation that a hard discounter like Lidl or Aldi could eventually enter the Canadian market, a recent study by Katrijn Gielens, associate professor of marketing at UNC Kenan-Flagler, examines their price effect on the US market.

The findings:

- The cheapest overall baskets were found consistently at Lidl.

- The price of individual products demonstrates the price-cutting effect of Lidl’s presence.

- The dollar savings for shoppers in markets where Lidl is present are substantial.

- Lidl’s competitive price-cutting effect is more than three times stronger than Walmart’s effect.

- The price reaction to Lidl’s presence varies considerably across competing supermarket chains.

The full study can be read here.

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