The Irish supermarket price war: Is it real or just a pr battle?

Ronan Smyth examines whether the 10c drop is a genuine saving or just the first move in a supermarket price war?

Irish consumers spend an average of €1.1bn a month in supermarkets. The sector is one of the most competitive. Picture: iStock

Out of the blue last week, Lidl announced a price cut of 10c across all of its milk products. A small reduction, but in fear of losing even the slightest share of the market, every other major supermarket chain responded by matching the price reduction.

For almost every Irish household, milk is a staple item, and for many struggling to make ends meet, this cut might make just a little difference to them.