Incidentally, the data from the target group analysis tool fit Rewe’s general image of being more expensive than Aldi and Lidl. This is confirmed by YouGov brand monitor BrandIndex, which shows a significantly worse price-performance ratio of Rewe perceived by consumers than that of discounters.
In this context, it is also interesting to take a look at the Rewe delivery service. Its customers are even more inclined not to look at every euro as much as customers at Rewe itself – and accordingly it is more likely that higher prices for Barilla products would not have any negative consequences for Rewe. For example, there are significantly more Rewe delivery service customers who say they have an “expensive style” and only buy products from well-known brands. 40 percent even find well-known brands usually better than store brands.