Lidl’s Price Offensive Faces Legal Scrutiny Over Prospectus Claims

Overview

• Lidl is shifting to uniform national pricing across its 39 regional companies, with Germany chief Friedrich Fuchs stating the goal is to be perceived as the price leader.
• The Verbraucherzentrale Hamburg has sued at the Landgericht Heilbronn, seeking a €250,000 fine over the claim “500 products cheaper” and the lack of a verifiable product list.
• The Verbraucherzentrale Baden-Württemberg alleges Lidl inflates crossed‑out comparison prices in printed leaflets by referencing online shop prices, which rules treat as a different entity.
• Trade and research reports highlight large regional price gaps at Lidl, with a full basket in Munich about 24% above the national average and the Vogtlandkreis roughly 10% below.
• Independent rankings show Aldi ahead on customer satisfaction and price image, while producers such as winemakers report rising input costs and tighter pressure from discounter pricing.