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Lidl failed.

Even the largest discounter in the country failed to convince the Germans that meat is worth more than they are willing to pay for it.

Consumers voted and bought their pork, chicken or beef from the competition after Lidl raised the price to a supposedly fairer level.

But how can that be?

Don't we all agree that the conditions in which the animals are kept urgently need to be improved?

Obviously not.

It is a distorted perception of the middle and upper classes, for whom it doesn't matter what a kilo of meat costs.

Meat is a staple food for large parts of the population.

And they don't like it when the price screw is noticeably turned there.

However, Lidl has to be reproached for not having tried the premium meat strategy properly, otherwise the campaign would not have been stopped immediately when it became clear that customers were going to the competition.

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We can no longer fool ourselves.

The democratization of nutrition has come to an end for the time being.

There is no such thing as a shift towards greater influence from the moral and ecological consumer.

Discounters in particular have tried to make new offers to consumers.

They wanted sustainability and organic to become a mass phenomenon.

But what happened?

Some well-off consumers have visited Lidl or Aldi branches more often due to the increased organic offer.

But there was no broad revolution.

Because the crowd works differently.

All surveys of the past few years have shown that the consumer's conscience is not far behind once the price moves upwards on a sustained basis.

And that is why the retail industry obviously does not feel like turning the big and expensive ecological wheel any longer.

There is no other explanation for the fact that a large and profitable company like Lidl collapses after just a few weeks.

There is no other explanation for the fact that the announced megatrend of meat-free products is already stagnating again and many of the advertised items are disappearing from the product ranges.

The consumer has decided.

He canceled the revolution.