Aldi floutte le prix de certaines de ses promos dans ses publicités – RTL Info

Aldi has implemented a new marketing strategy by blurring the prices of specific upcoming promotions in its online promotional folders to prevent competitors from reacting to its pricing before offers take effect.

The practice, reported on May 13, 2026, specifically targets the fresh food section. This department is considered a strategic area for the retailer because it encourages consumers to visit physical stores multiple times per week.

Competitive Pricing Strategy

Until May 13, 2026, Aldi was the only retailer to distribute its online promotional folders one week in advance, while other competitors typically released theirs only a few days before a promotion began. This timing provided rivals with a one-week window to analyze Aldi’s prices and adjust their own offerings accordingly.

Aldi was the only one to distribute an online folder a week in advance. The others do it a few days before the promotion. What happened until now, competitors would see the prices and had a week to anticipate. Aldi wants to avoid this by blurring the reductions

Gino Van Ossel, marketing specialist

Under the new system, the blurred prices will only become visible on Sunday, shortly before the discounts are applied in stores. This change is intended to remove the margin of maneuver for competing supermarkets.

Market Agility and Consumer Trends

Pierre-Alexandre Billiet, an economist at Gondola, stated that large industry players, including Aldi and Lidl, are moving away from planning schedules weeks in advance. Instead, these companies are attempting to become more agile and flexible based on consumer behavior.

Even these giants like Lidl and in this case Aldi, will no longer plan everything weeks in advance, but will try to be more agile, more flexible according to consumers. All techniques are being tested today in an excessively competitive environment

Pierre-Alexandre Billiet, economist at Gondola

This shift in tactics occurs as the demand for discounted goods increases among shoppers. Data indicates that 60% of consumers report that they are buying more and more products on promotion.

While the tactic of omitting prices from promotional advertisements is a new approach in the sector, it is reported to be entirely legal.