Lidl is looking to cut back on the number of items in its infamous Middle of Lidl, according to reports. The discount supermarket regularly provides deals around non-food items for customers each week.
However, that could soon be scaled back, according to a recent report in German trade publication Lebensmittel Zeitung. It says it’s cutting back on its non-food lines as the middle aisle loses its appeal with consumers and sales drop below a 10% share of the retailer’s total business.
Sales of non-food products typically account for around 15% of sales for Lidl. This has fallen to below 10% across almost all markets, with sales of products over €20 hit the hardest as consumers cut back on the amount they are spending in the face of rising inflation and surging energy costs.
Sales of non-food products typically account for around 15% of sales for Lidl. This has fallen to below 10% across almost all markets, with sales of products over €20 hit the hardest as consumers cut back on the amount they are spending in the face of rising inflation and surging energy costs.
Grocery Gazette reports that Lidl has cut non-food orders which had already been placed for the next financial year.
The discount supermarket has supported its growth in the grocery channel with its renowned ‘middle aisle’ which offers a wide and eclectic variety of non-food products, but demand has declined as shoppers focus on essentials. While non-food products typically offer higher margins, the increased cost of storage is also becoming problematic.
The report said that Aldi – which has also made a name for itself in the UK with its eclectic selection of ‘middle aisle’ non-food products – is also struggling with similar problems, with non-food sales falling to less than 20% of its total business.
