Lidl network enters Ukraine: will European markets be able to compete with ATB

Ukrainians are eagerly awaiting the appearance in Ukraine of the German supermarket chain Lidl, which promise ultra-low prices for their goods and declare themselves as the main competitor of ATB.

“Today” together with the expert we figured out whether the new supermarkets can really compete with the giants of the Ukrainian market.

Will be cheaper?

According to member of the Economic Discussion Club Oleg Pendzin, any supermarket chain that enters Ukraine first of all enters into agreements with local suppliers.

“The price situation will be formed on the basis of the general market situation, that is, there will not be any super-cheap prices there, there will be prices that are in Ukraine.”

Pendzin stressed that in Ukraine there are already large retail chains from abroad, for example, the Auchan hypermarkets, and their prices for products do not differ much from the national average.

“The arrival of another retailer here will not mean at all that prices will be much cheaper than the average in Ukraine, and the specifics of pricing for each retailer is special and each is oriented towards a certain population group. Proceeding from this, the pricing and advertising policy is formed. No miracle will happen.”

Will ATB compete with?

Our expert noted that today ATB is a fairly seriously represented supermarket chain in Ukraine and is in every major city.

“Every new retailer must invest big enough money to have such a level of coverage. If you have two or three supermarkets in Kiev, no one will know about you. I do not think that a foreign investor will invest so much in Ukraine. in the near future”

Therefore, according to the expert, due to the huge number of competitors, new stores may even dissolve in the Ukrainian market.

Earlier we have collected anti-rating of goods from Lidl for you.

They also wrote when the network may appear in Ukraine.