The prices of certain products are hidden in the brochures of some discount stores.Image: photo booth / photo booth / van der Velden
For many people, leafing through supermarket brochures is part of their daily routine. In light of rising grocery prices, a lot of money can be saved by comparing different items and discount offers.
Customers flipping through current Aldi and Lidl brochures should have already noticed something new there: Both discount stores hide the prices of certain products.
Prices in discount brochures are hidden
At Aldi and Lidl, the prices of selected products are hidden by a large red circle. This says “daily fresh price” or “daily updated price”. When asked by Business Insider magazine, an Aldi Nord spokesperson explained what the buttons are about.
The prices of meat products are often conspicuously hidden.image: screenshot / aldi north
“Related to many imponderables, fresh items in particular are currently subject to even higher short-term price fluctuations in the market than is already usual,” the discounter said in response. Reference was also made to the corona crisis, ongoing global supply bottlenecks, as well as rising energy prices and the war in Ukraine. “All of this is currently affecting prices in the market on a daily basis and is restricting our long-term planning.”
Price fluctuations due to the pandemic and the Ukraine war
Since the brochures are produced a few weeks in advance, the red mark, which has been used for years, allows a flexible reaction to daily price changes. The red circle with the letters “Daily Fresh Price” is an indication of products for which the price could fluctuate significantly. This applies especially to fresh produce such as cucumbers or lettuce.
But price increases can also be hidden at the push of a button: The costs of animal products, coffee, oil and flour in particular, have risen sharply in recent weeks due to supply bottlenecks and rising prices. the demand.
Angry Twitter user: “It’s clear where the price is headed”
The button also seems to have caught the attention of some users on Twitter. “Even Aldi has ‘daily price’ on the brochures for strawberries and blueberries. It is probably clear where the price is heading. Things won’t get any cheaper,” one user raged.
Even Aldi has “price updated daily” on the brochures for strawberries and blueberries. It is probably clear where the price is heading. Things don’t get cheaper. The price of wheat has already recovered.
— frankiderweisse (gab.ai/frankiderweisse) (@frankiderweisse) April 11, 2020
Another Twitter user complained about the unreliability of the brochures. “Just stay early in the week y’all [Discounter] search and compare on the spot”.
There is no end in sight for price increases in Germany’s supermarkets. The war in Ukraine is driving up energy costs, disrupting supply chains and creating food shortages around the world. Consumers feel the direct effects of the war not only at the gas station, but also in the supermarket. All of the major German supermarket chains have made many of their products significantly more expensive in recent weeks. According to experts, cheese and butter in particular will soon become even more expensive.