Aldi and Norma reinstated price reduction on a well-liked item
In a move aimed at providing relief to consumers, discount supermarkets Aldi and Norma have announced price reductions for their own-brand juices in Germany.
The price of Aldi's RIO D'ORO orange juice will be reduced from 2.99 euros to 2.65 euros, starting from August 19, 2025. Similarly, Norma will reduce the prices of its juice own brand TRIMM from mid-August 2025. The reductions set a significant sign in the competitive food retail sector, reflecting a trend of repeated waves of price reductions.
This price war in retail is a response to intense competition in the sector. Both Aldi and Norma rely on their own brands to attract customers, with Aldi claiming to remain true to its promise as the price leader by passing on savings directly to customers. While Aldi focuses on its low price promise, Norma highlights the quality of its products.
The impact on the food retail sector includes increased price competitiveness among discount chains, pressure on suppliers to reduce costs or accept lower margins, benefits for consumers in terms of lower prices and greater affordability, and possible short-term reductions in retailer profitability offset by higher sales volumes.
Katja Heck, head of communication and advertising at Norma, explains the price reduction as part of the company's long-term strategy to strengthen its competitiveness in the food trade. The price reduction for Norma's TRIMM juices is up to 11 percent.
These trends align with broader discount retail strategies in Germany, where Aldi (including Aldi Süd and Aldi Nord) and Norma are major players in the hard-discount segment. The price reductions are particularly welcome in times of rising living costs, offering a glimmer of hope for budget-conscious consumers.
While specific historical timelines for these price reductions are not readily available, it is clear that this move is part of a broader competitive strategy in the German food retail sector. For more detailed information on historical price trends or case studies on these retailers, specialized market research reports or industry sources focused on German food retail sectors may be necessary.
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