How Lidl Grew A Lot
Shoppers were sceptical about Lidl’s value model, assuming that cheaper meant worse. To address this perception and increase household penetration, Lidl adopted a more mass reach strategy. Between 2014 and 2017, campaigns focused on revealing truths about the brand and its products, backed with increased media spend. Following the activity, Lidl’s market share peaked at 5.3%. This case estimates that £2.7bn of direct and long-term sales were generated, with a £398m net profit delivered over four years.