economy
March 24, 2026
Consumers seek the best price-quality ratio
After a period when prices were controlled by state measures, the market is returning to dynamics dictated by costs, competition, and global trends. Lidl states that price movements are currently difficult to predict as they depend on various factors, but it is noted that consumers have become more rational and are increasingly seeking the best price-quality ratio. Dragan Čigoja, General Manager of Lidl Serbia, discusses what to expect in the coming period regarding prices, competition, and business plans for 'Politika'.
TL;DR
- The market is returning to dynamics dictated by costs, competition, and global trends after state price controls ended.
- Lidl Serbia prioritizes internal efficiency and supplier partnerships to maintain competitive prices and the best price-quality ratio.
- The company aims to expand its network in Serbia and adapt its product range to local consumer habits and market demands.
- Healthy competition and free price formation are seen as the most effective mechanisms for long-term price stability.
- Lidl Serbia has maintained its position as having the most affordable consumer basket for eight consecutive months.
- The company absorbed the cost of the last excise tax increase and committed to keeping prices competitive after the price margin regulation expired.
- The Law on Unfair Trade Practices is seen as a positive step towards a predictable and fair business environment.
- Consumer behavior has shifted towards more rational purchasing and a focus on the best price-quality ratio, with interest in both budget-friendly and premium products.
- Expansion plans include growing the store network and developing a wider range of products, similar to more mature EU markets.
- Lidl's low-price policy is a fundamental business principle, not a temporary action, aimed at supporting consumers during financially challenging times.