Lidl has the highest brand share of category promotions among major retailers such as Kroger, Food Lion, and Safeway at 94%, well above competitors. The document also shows the top 10 promoted categories at Lidl compared to other retailers, with picnic/patio/outdoor goods being the most prominent at 9% of Lidl promotions, followed by frozen foods at 6.3%. Overall the data suggests Lidl places strong emphasis on promotions over competitors to drive category and brand sales.

1. © 2017 Market Track. Private and Confidential
1
Brand Share of Category Promo Support Across Retailers
94%
84%
83%
80%
50%
47%
20%
10%
1%
3%
6%
3%
48%
49%
42%
64%
2%
8%
8%
6%
3%
29%
21%
3%
5%
3%
11%
2%
9%
5%
Harris Teeter
Safeway EAS
Kroger Mid-Atlantic
Food Lion
Lidl
Aldi
Target Stores
Walmart-US
Department Share of Retailer Promo Support
Grocery Gen Merch HBC Non-Food Groc
Source: Market Track, Retailer Feature Ads Released Jun 1-15

2. © 2017 Market Track. Private and Confidential
2
Top Promoted Lidl Categories Compared to Competing Retailers
Top Lidl Categories Lidl Walmart-US Aldi
Target
Stores
Kroger
Mid-Atlantic Food Lion
Harris
Teeter
Safeway
EAS
#1 Picnic/Patio/Outdoor 9.0% 10.8% 9.4% 3.2% 1.0% 0.4% 0.3% 0.2%
#2 Frozen 6.3% 3.0% 3.3% 1.1% 8.9% 10.5% 11.5% 7.1%
#3 Deli 6.0% 0.0% 3.3% 0.0% 1.8% 2.3% 2.1% 3.2%
#4 Women's Apparel 5.7% 1.8% 1.1% 0.4% 0.0% 0.0% 0.0% 0.0%
#5 Kitchen&Tabletop 5.1% 6.0% 3.9% 1.0% 0.3% 0.0% 0.1% 0.1%
#6 Snacks 3.9% 0.6% 3.9% 4.7% 6.3% 8.9% 6.3% 8.7%
#7 Fresh Fruit 3.6% 0.0% 5.5% 0.8% 3.0% 2.7% 3.4% 3.6%
#8 Lawn&Garden 3.6% 0.6% 0.6% 0.6% 0.0% 0.0% 0.0% 0.0%
#9 Accessories 3.3% 4.8% 2.8% 1.9% 0.0% 0.0% 0.0% 0.0%
#10 Shoes 3.3% 0.0% 2.2% 0.1% 0.0% 0.0% 0.0% 0.0%
Category Share of Retailer Promotions
Source: Market Track, Retailer Feature Ads Released Jun 1-15