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From Lidl or Biedronka? We know which private labels Poles prefer

Z Lidla czy Biedronki? Wiemy, które marki własne wolą Polacy
  • According to the analysis of receipts carried out by the Market Monitoring Center, the average prices of some products have dropped significantly.
  • The Listonic application checked which own brands appear more often on shopping lists – Biedronka or Lidl.

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Mleczna Dolina butter for less than PLN 3 when buying 3? Lupilu diapers second 50% cheaper? All Go Vege 2+1 products cheaper? The fight for the title of the cheapest store takes place primarily due to price reductions for private label products. The Listonic application checked which own brands appear more often on shopping lists – Biedronka or Lidl.

Biedronka and Lidl fight for promotions and new products

When planning purchases of butter, cheese, vegan products, toilet paper and diapers, Poles are more likely to choose Biedronka's own brands (Mleczna Dolina, Światowid, Go Vege, Queen and Dada). Biedronka's biggest advantage over its competitors is in the toilet paper and diaper categories (over 5.5 times more items added to shopping lists). It also has a clear leadership position in the butter category, which was added to shopping lists 2.5 times more often than Pilos butter from Lidl.

The most popular own brands - Biedronka vs. Lidl (photo: press materials) The most popular own brands – Biedronka vs. Lidl (photo: press materials)

Poles are more likely to buy milk, yogurts, cold meats and sausages, as well as sausages and ready-made meals from their own brands at Lidl, choosing brands such as Pilos, Pikok and Chef Select. Sausages (Pikok and Piko Pure) have a clear advantage over the competition from Biedronka.

The fiercest fight between Lidl and Biedronka took place in the yogurt and vegan products category.

A comparison of Pilos and Fruvita yogurts showed a 22% advantage in favor of Lidl's own brand. However, if we also take into account protein products, which are available in Biedronka under the Go Active brand, the difference decreases to only 10%. This is particularly important because the analysis of shopping lists has shown that the most frequently chosen yogurts include high-protein skyrs and sugar-free yogurts ("pure") – comments Małgorzata Olczak, Head of Sales at Listonic.

The Go Vege brand from Biedronka also has only a 10% advantage over its competitors. The fierce competition in this category is not surprising, taking into account the data from the Market Monitoring Center (CMR). In 2023, discount stores accounted for 74% of the sales of plant-based meat and dairy substitutes, and private labels generated 60% of this value. Analyzes of shopping lists in Listonic have shown that in both Biedronka and Lidl, Poles are most likely to choose hummus, tofu and coconut yogurt, but mayonnaise is also popular in Biedronka, and in Lidl – a plant-based burger.

Significantly cheaper dairy products, more expensive meat

A price comparison in the first quarter of 2023 and 2024, prepared by the Market Monitoring Center (CMR), shows that the prices of almost all analyzed products have decreased. Milk and butter became cheaper (by over 20-30%). However, the price of meat has increased. In Biedronka (Kraina Wędlin), only cold meats and sausages were more expensive, while in Lidl we paid more for both cold cuts, sausages and sausages. Despite this, the average price for Pikok sausages was lower than for Kraina Wędlin sausages.

Behind many of Biedronka's and Lidl's own brands are leading Polish producers who have products under their own brands on the shelves in these stores. Dairy products are supplied by, among others: OSM Łowicz, Polmlek, Mlekpol, Mlekovita and Bakoma, meat and meat products – Animex, Sokołów and Balcerzak, and vegan products by Roleski, Perla and Sante.

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