Lidl Netherlands has announced it will stop using multi-buy discounts on food products, including “second item free” and stacked promotions, moving its pricing strategy toward clear single-item pricing.
The retailer says bundled offers give shoppers the impression of savings while pushing up the real unit price of individual products. Lidl argues this has distorted price perception in the Dutch grocery market and wants to restore transparency at shelf level.
The move follows increasing pressure from Dutch consumer groups. The Consumentenbond has long criticised volume-based promotions and recently joined foodwatch and Questionmark in urging the incoming government to restrict these practices in supermarkets.
Lidl confirmed it has been in contact with the Consumentenbond and decided to act without waiting for possible regulatory changes.
Peter de Roos, CEO of Lidl Netherlands, said promotional mechanics such as free second items and stacked discounts often create a false sense of value while everyday grocery prices continue to rise.
Srdan Markov, CMO of Lidl Netherlands, said clear pricing is central to Lidl’s discount model and that customers should be able to see the real price of a product immediately, without complex offer structures.
Think tank Questionmark welcomed the decision, saying volume-based offers encourage shoppers to spend more than planned and contribute to long-term price inflation. The organisation also noted that similar practices have already been restricted in the UK.
Why This Matters
Multi-buy promotions are a core commercial tool in the Dutch grocery market, shaping supplier funding, private label promotion planning and shelf price competition.
Lidl’s decision introduces a different pricing model at scale. If it delivers stable sales volumes and customer trust, it could influence how other retailers approach promotional strategy.
Lidl has not confirmed whether the new pricing approach will be extended to non-food categories. For now, the retailer says its focus remains on transparent everyday pricing across its Dutch store network, as competition among Netherlands supermarkets continues to tighten around price clarity and shopper confidence.
