Elevating Lidl’s sustainable brand perception in Sweden
The challenge
German supermarket brand Lidl entered the Swedish market in 2003 and quickly found themselves in a tough situation with the brand. Swedes did not appreciate foreign brands (especially in food) and the consumer perception of both quality and sustainability was poor.
The solution
Lidl, recognizing the need for a strategic approach, first engaged with Sustainable Brand Index in 2011. This marked the beginning of a fruitful partnership, where we provided them with comprehensive insights on their brand – obstacles, risks and opportunities – the competitors, the consumer behaviours and attitudes and the market. Our clear recommendations paved the way for Lidl to strengthen the perception of sustainability among Swedish consumers, thereby enhancing the perception of quality and, over time, mitigating the negative impact of their foreign heritage.
The results
Lidl has worked with our material annually since 2011 which has led to a development where the brand has gone from being perceived as a Sustainability Laggard to being perceived as a Sustainability Performer, the second highest level of sustainability perception.
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