It is said that when two people fight, the third one benefits. Despite this, it is difficult to indicate a winner in the price war between Biedronka and Lidl. Both chains have been exchanging blows for months to discredit their opponent and attract customers who vote with their wallets to their side.
See also: Bailiff at Lidl. At the request of… Biedronka. A new stage of the network dispute
It is easy to guess that the competition between the largest discount stores influences the prices of basic products and marketing strategies throughout Europe. Consumers can count on lower prices, but at the same time they are becoming the target of increasingly aggressive campaigns. And not only advertising.
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As DlaHandlu.pl notes, the price war – in Poland between Lidl and Biedronka – sets new standards in communication, promotions and the use of customer data. At the same time, similar battles between retailers are also taking place in other countries.
Biedronka vs. Lidl. Discount stores fight for the lowest prices
As DlaHandlu.pl reminds, the price war between Lidl and Biedronka began in earnest at the beginning of 2024. At that time, the chain owned by Jeronimo Martins sent customers SMS messages comparing the prices of basic products with those of the competitor.
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Since then, the dispute has intensified to an unprecedented scale. Over the last two years, Lidl and Biedronka have been regularly comparing prices in advertisements and arguing for their price advantage. The disputes moved to court – Lidl sued Biedronka for unfair competition, and Biedronka responded in kind. Bailiffs also appeared in the offices of both chains to perform activities related to new security for claims.
Chains in Poland compete with each other in promotions, permanent discounts and special campaigns, and the comparative technique is still used in advertising to demonstrate the greater attractiveness of one of the retailers. Suffice it to mention the “cow that roars a lot and gives little milk” campaign organized by Biedronka. Earlier, Lidl attacked its largest competitor with a TV spot presenting a “weather forecast”.
When Lidl and Biedronka fight, who really benefits?
As DlaHandlu.pl explains, in Germany, Lidl and Aldi pursue an aggressive policy of price reductions on hundreds of products, forcing the competition to react. Butter and chocolate have become “barometers” of prices, and each reduction triggers an immediate response from rivals. The advertising campaigns of both chains are the subject of legal disputes and consumer analyses.
An example may be Lidl's actions in 2025, when it announced a massive price reduction campaign for 500 products in Germany. In response, the Aldi chain reduced the prices of about 100 basic items, while other large chains, such as Rewe, Edeka and Kaufland, were forced to adjust their prices to the aggressive discount policy.
See also: Millions of Poles pass through these doors every day. What is the Biedronka phenomenon?
In Great Britain, the price war intensified in 2026. As “The Guardian” reminds, in 2024 Aldi became the cheapest supermarket, and a year later this title was taken over by Lidl. The competition also influenced other players on the market – Tesco, Asda and Sainsbury's – they successively reduced product prices to match prices in discount stores.
There are many indications that the biggest winner in the war of retail chains is the customer who benefits – at least in theory – from lower and more stable prices of some of the products in the assortment. At the same time, consumers must be vigilant about marketing tricks and changing promotion conditions.
