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Aldi and Lidl Slash Prices on Own-Brand Chocolate in Germany

The reductions signal a retailer-led push that counters manufacturers’ planned 2026 increases.

Die Deutschen haben 2025 zwar deutlich weniger Schokolade gekauft – die Umsätze der Branche stiegen dank Preiserhöhungen trotzdem
Lidl macht Schokolade um bis zu 25 Prozent günstiger. (Symbolbild)
Heap of broken pieces of chocolate
Image

Overview

  • Effective January 29, Aldi cut prices on Choceur and Moser Roth items by €0.10 to €0.50 per pack, positioning itself as price leader.
  • Lidl announced permanent reductions of up to 25% on 27 Fin Carré, Mister Choc and J. D. Gross products, including filled 100 g bars at €0.99.
  • German retailers including Edeka, Kaufland, Norma, Netto Marken-Discount, Penny and Rewe are reported to follow, broadening the price offensive.
  • The retailer moves run against manufacturers’ requests for up to roughly 20% higher chocolate prices in 2026 after sharp cost increases.
  • Official data and market research show chocolate prices are about 70% higher than in 2020 and sales volumes fell in 2025, setting the stage as the ISM confectionery fair opens.