– More and more food is currently becoming scarce. This also has an effect on the price – which is why discounters use an unusual trick: Prices are no longer listed in brochures. However, this does not make bargain hunters happy. Some customers criticize the non-transparent procedure.
In recent weeks, they have been appearing more and more in the weekly brochures of discounters: red stickers that cover the original price of the product. Instead, Lidl calls the price “updated daily”, Aldi “fresh daily”. For consumers, this means that they do not know in advance how much they will have to pay for each product. Strawberries, asparagus or mixed minced meat are for example concerned.
A spokesperson for Aldi Nord justifies the approach Business Intern with uncertain prices because of the war against Ukraine. Fresh produce is subject to “larger short-term price fluctuations in the market than is already usual”. Rising energy prices would also limit the discounter’s long-term plans. However, as the brochures are produced a few weeks in advance, certain prices cannot yet be fixed. The company can react better to price changes by labeling it as “daily fresh price”.
With these red stickers, discounters hide the price of fresh products.
© Aldi South
Red stickers are currently not popular online. While some may understand the procedure due to the current uncertain situation, others fear hidden price increases. A user writes on Twitter: “Even Aldi has strawberries and blueberries in the brochures “current price” support. It is probably clear where the price is heading. Things don’t get any cheaper. The price of wheat has already gone up.”
Even Aldi has a “daily updated price” in the brochures for strawberries and blueberries. It is probably clear where the price is heading. Things don’t get any cheaper. The price of wheat has already recovered.
– frankiderweisse (gab.ai/frankiderweisse) (@frankiderweisse) April 11, 2020
In general, the button can be taken as an indication of products that are currently subject to strong price fluctuations. The final cost of the purchase can be seen on the spot.