A recent BusinessOnline comparison in Italy looked at the same shopping basket across Lidl, Conad, Esselunga and Eurospin.
The result is a useful reminder for grocery marketers: value is not one-dimensional.
The article compared basic food items, private label products, leading brands, household products and pet care. Eurospin and Lidl stood out for savings, especially on private label. Esselunga and Conad remained strong on assortment, fresh food, service and perceived quality.
But the real insight sits in the nuance.
The “best” basket depends on what the household actually buys.
Private label or national brands. Fresh products or cupboard staples. Premium choices or first-price items.
North or South. Weekly shop or top-up mission.
That is exactly why value communication matters so much.
Shoppers are not simply looking for the lowest price. They are trying to understand where the best value is for their life, their budget and their basket.
Our media plays a powerful role in that decision.
It makes offers visible before the store visit.
It helps households compare.
It supports shopping lists.
It brings local promotions into the home.
It turns price complexity into something practical and actionable.
In a grocery market where every retailer claims value, the winners will be those that make value easy to see, easy to trust and easy to act on. Because the best offer does not win because it exists. It wins because shoppers understand why it matters.