Aldi Süd Tops Satisfaction Ranking as Lidl Moves to Uniform Prices and Faces Legal Challenge

Overview

• The Kundenmonitor Deutschland 2025 survey ranks Aldi Süd first with a score of 1.96, narrowly ahead of Lidl at 1.98, with shoppers citing Aldi’s private-label quality, selection, price‑performance and fast checkouts.
• Lidl is shifting to uniform unit prices across its 39 regional companies, moving away from region‑by‑region pricing tied to local Aldi levels, with its Germany CEO stating the aim to be the market’s “price winner.”
• An Institut der deutschen Wirtschaft study highlights strong regional gaps at Lidl, with a full basket costing nearly 24% more than average in Munich and about 10% less in rural Vogtlandkreis, differences the new pricing approach is expected to narrow.
• Lidl recently reduced prices on private‑label butter, prompting competitors, including Aldi, to follow with similar cuts, underscoring active tactical price competition.
• Consumer group Verbraucherzentrale Hamburg has sued Lidl at the Heilbronn regional court over advertising that claimed “immediately permanently 500 products cheaper,” alleging misleading promotion and insufficient disclosure, and is seeking a €250,000 order.