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Competitor Monitoring: Lidl Expands Deluxe Private-Label Range After Sales Jumped 200%

November 26, 2012
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Competitor Monitoring: Lidl Expands Deluxe Private-Label Range After Sales Jumped 200%

Discount retailer Lidl has doubled the number of products in its ‘Deluxe’ premium range after sales of the private-label lines rose by 200 per cent last year.

With more consumers choosing to eat dinner at home instead of heading out to restaurants, grocery retailers are recording increased sales of high-quality food products and fine wines. Supermarkets are expanding premium private-label lines in response to the shift in customer shopping habits.

Lidl’s Deluxe range was launched in 2008 with items such as lobster, caviar, beef wellington, scallops in chablis sauce available to shoppers in its discount stores. “Even those from higher income brackets are finding smart ways to continue enjoying fine wines and good food at home,” said a spokesperson for Lidl.

Price-savvy shoppers are checking out private-label dinner deals on offers across the supermarkets – consumers are carrying competitor price monitoring activities online – and in stores – to see which grocery retailer offers them the best value on private-label food products.

© 2012 Profitero

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Pricing intelligence company Profitero works with retailers and manufacturers to help them increase sales and maximise their profits by using competitor price, promotions and stock information at scale. For more information on Profitero price intelligence and competitor monitoring, visit or email

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