Lidl ‘charges 45% more in Ireland’

IRISH consumers are paying on average 45% more than their German counterparts when they shop at Lidl, new research shows.

A basket of 64 items available in both German and Irish branches of Lidl came to €113.24 in Ireland and €78.07 in Germany.

There were much larger variations in single items. Eight AA batteries cost €4.49 here but only €1.79 in Germany (150%), a bottle of red Bordeaux wine was €2.59 in Germany compared to €5.99 in Ireland (131%), and a 1.5 litre bottle of mineral water was 25c in Germany but €45c in Ireland (80%).

“We’re viewed as a soft touch, that our market will bear the extra 45%,” said Dermott Jewell, chief executive of the Consumers’ Association of Ireland.

“Yes, we’re starting to become more price conscious, but what are we comparing them to? All we can do is compare prices to the already high margins in the big three chains. Our market it not nearly as competitive as it could or should be,” he said.

Lidl declined to comment on the differences and a spokesperson said it was not their policy to talk to the media.

According to Checkout, a trade publication which carried out the research, some of the cost discrepancies could be explained by transport costs to Ireland. Because the research only involved products that were available in both countries, only products that were imported into Ireland were compared.

The study also looked at prices in Aldi in Germany, but found the same brands were not available in both countries. In a comparison of 10 products by volume, however, Ireland was more expensive.

Mr Jewell added that Ireland should have a centralised database of prices so consumers could be aware of differences.

“The problem is that people need to do all the work themselves to compare prices, and it’s not easy. There is a need to have a place where they can go to get price information. We haven’t got the resources to set it up, but it needs to be done,” he said.