Is Lidl over? This new store will overshadow the German brand with its low prices

The hard discount sector in France is becoming more and more competitive. Faced with inflation hitting supermarkets, new brands are entering the market. They want to stand out by offering low prices. For Lidl, this new competition is possibly problematic.

Certainly, the German brand is a reference in Europe. But the competition is tough, with in particular Action and Normal which are gaining ground. The French therefore have a choice, which is not a bad thing. With prices rising, it is difficult to preserve purchasing power. Consumers appreciate this new competition which tends to lower prices. Especially since a new brand could appeal to them.

Soon the end of Lidl?

While Lidl is still trying to convince consumers, this new brand could steal its loyal customers. Thus, it is in an already very competitive sector that PrimaPrixa brand that comes to us from Spain, wants to attract crowds. How ? Nothing could be simpler. Indeed, its strategy is to offer prices that make the competition pale.

This chain, one of the youngest in hard discount, aims to attract consumers looking for good deals. Currently, it already has five stores in France. And this is only the beginning, to the great misfortune of Lidl.

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The brand intends to have an evolution as significant as in Spain. Among our neighbors, we already have more than 200 points of sale. But PrimaPrix has ambitions that are not limited to Spanish territories. Its project is indeed that of international expansion.

PrimaPrix: unbeatable prices

Currently, PrimaPrix has five stores in the Paris region, but its ambitions extend beyond Île-de-France. With products offered up to 40% cheaper than its competitors, the chain intends to make a clear difference to stand out in the hard discount market.

Despite its potential, PrimaPrix still needs to convince. While its promises of very low prices are attractive, some consumers are already expressing their disappointment. Indeed, they expected better prices.

We will therefore have to strike harder to hope to dislodge Lidl or Action from their place of choice. But we have to give PrimaPrix a chance, who plans not to stop there. Its arrival in France continues to further shake up the sales sector. Today, it is Discount that interests consumers. In the midst of a crisis, these brands are the big winners.

Is France the El Dorado of Discount?

In addition to Lidl and other European chains, international players like Atacadãothe Brazilian subsidiary of Carrefour, are also looking to establish themselves in France. Although PrimaPrix plans to open new points of sale, particularly in Hauts-de-Seine, the success of its French expansion still remains to be proven with knowledge of this perspective.

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Indeed, in the future, the competition will undoubtedly be even tougher. This should push Lidl and others to find effective strategies to continue to stand out. Consumers are rejoicing. The more competition there is, the more prices fall. It is the law of the market.