German global discount supermarket chain Lidl has doubled the number of products in its ‘Deluxe’ premium range after sales of the Private Brand rose by 200% last year. With more consumers choosing to eat dinner at home instead of heading out to restaurants, grocery retailers are recording increased sales of high-quality food products and fine wines. Supermarkets are expanding premium Private Brands in response to the shift in customer shopping habits.
Lidl Deluxe was launched in 2008 with items such as lobster, caviar, beef wellington, and scallops in Chablis sauce available to shoppers in its discount stores. “Even those from higher income brackets are finding smart ways to continue enjoying fine wines and good food at home,” said a spokesperson for Lidl.