{"id":140583,"date":"2026-01-26T11:31:23","date_gmt":"2026-01-26T10:31:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=140583"},"modified":"2026-01-26T22:21:13","modified_gmt":"2026-01-26T21:21:13","slug":"analyse-waarom-lidl-in-nederland-stopt-met-stuntpromoties","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/analyse-waarom-lidl-in-nederland-stopt-met-stuntpromoties\/","title":{"rendered":"[Analyse] Waarom Lidl in Nederland stopt met stuntpromoties"},"content":{"rendered":"\n<p>\u201cIn het belang van de klant\u201d stopt <strong>Lidl <\/strong>in Nederland met \u201cgratis\u201d-aanbiedingen op voedingswaren. De discounter stelt dat elke klant alt\u00edjd een lage prijs per product verdient. De kans dat concurrenten het voorbeeld zullen volgen, lijkt klein. Ook Lidl Belgi\u00eb volgt niet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cDe prijs weer transparant maken\u201d<\/h2>\n\n\n\n<p>In Nederland en Belgi\u00eb zijn acties van het type 1+1, 2+2 of <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/albert-heijn-verlegt-promotionele-grenzen-met-25-gratis-actie\/\">recent zelfs 2+5 gratis<\/a> schering en inslag. Foodretailers stunten tegen elkaar op om shoppers te lokken. Dat lukt ook, al krijgen die stunts veel kritiek van onder andere consumentenorganisaties, vertegenwoordigers van de landbouwsector of zelfs de politiek. Nu neemt Lidl Nederland een opmerkelijk besluit: geen gratis-aanbiedingen meer op voeding.<\/p>\n\n\n\n<p>\u201cGratis is niet gratis. Nederland is doorgeslagen met aanbiedingen \u201c, vindt CEO Peter de Roos van Lidl Nederland. \u201cHet aanbieden van een gratis tweede product en stapelkortingen geven een gevoel van voordeel maar in de praktijk kom je vaak bedrogen uit. De echte prijs voor een product moet centraal staan, zodat klanten precies weten waar ze aan toe zijn.\u201d De inzet is duidelijk: de echte prijs weer transparant maken, aldus het persbericht. Lidl neemt dit besluit naar eigen zeggen \u201cin het belang van de klant\u201d en wil hiermee laten zien dat een ander prijsbeleid mogelijk is.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cConsumenten worden voor de gek gehouden\u201d<\/h2>\n\n\n\n<p>De reacties zijn verdeeld. Waarnemers wijzen erop dat het voor Lidl makkelijker is dan voor andere ketens om met de stuntpromoties te stoppen, omdat die voor de discounter toch al minder belangrijk waren. Maar er is ook applaus. Stuntaanbiedingen zouden immers overconsumptie aanmoedigen \u2013 vooral van ongezonde producten. Ze zijn ook minder relevant voor het toenemend aantal kleinere en eenpersooonshuishoudens. Naarmate mensen kleiner gaan wonen, hebben ze ook minder ruimte om voorraden op te slaan.<\/p>\n\n\n\n<p>Bovendien komen zulke acties met een prijs. \u201cConsumenten worden voor de gek gehouden. De korting betalen ze uiteindelijk zelf doordat de prijzen veel hoger worden gehouden\u201d, zegt retailexpert Paul Moers op LinkedIn. Consumenten betalen ook de marketingkost en de andere extra kosten die met aanbiedingen verband houden. De Nederlandse Consumentenbond is al langere tijd pleitbezorger van het stoppen met bulkaanbiedingen en heeft met Foodwatch en Questionmark het aankomende kabinet zelfs opgeroepen om bulkaanbiedingen in supermarkten aan banden te leggen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moet overheid ingrijpen?<\/h2>\n\n\n\n<p>Maar de kans dat andere spelers het voorbeeld van Lidl zullen volgen, lijkt erg klein. Dirk, een kleinere keten, nam een gelijkaardig besluit al eerder, maar <strong>Albert Heijn<\/strong> boekt net groot succes met stuntaanbiedingen, zowel in Nederland, waar de keten dominant marktleider is, als in Belgi\u00eb in de rol van uitdager. De retailer gebruikt spectaculaire promoties als hefboom om de prijsperceptie aan te scherpen, terwijl het algemene prijsniveau in de winkel vaak hoger blijft. Op die manier heeft de keten zijn grootste concurrenten er eigenlijk toe gedwongen om mee te stappen in de stuntlogica: dat gebeurde met <strong>Jumbo<\/strong> in Nederland en met <strong>Colruyt<\/strong> in Belgi\u00eb.<\/p>\n\n\n\n<p>Lidl Belgi\u00eb laat weten het voorbeeld van de Nederlandse collega\u2019s niet te volgen. Wellicht zullen gratis-aanbiedingen enkel afnemen als de overheid ingrijpt. In het VK zijn stunts met ongezonde voeding al een tijdje verboden. Ook Frankrijk nam al maatregelen die stuntpromoties beperken. In Nederland en Belgi\u00eb is daar voorlopig geen sprake van.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cIn het belang van de klant\u201d stopt Lidl in Nederland met \u201cgratis\u201d-aanbiedingen op voedingswaren. De discounter stelt dat elke klant alt\u00edjd een lage prijs per product verdient. De kans dat concurrenten het voorbeeld zullen volgen, lijkt klein. Ook Lidl Belgi\u00eb volgt niet. <\/p>\n","protected":false},"author":3,"featured_media":132576,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[43],"company":[204],"topic":[275,589],"region":[113],"class_list":["post-140583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-lidl","topic-analyse","topic-prijsconcurrentie","region-nederland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Analyse] Waarom Lidl in Nederland stopt met stuntpromoties - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"\u201cIn het belang van de klant\u201d stopt Lidl in Nederland met 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