How Walmart became an advertising powerhouse whilst remaining focused on its food, non-food and e-commerce businesses

It is a pity that no Italian company has had the scale, but above all the vision, to take on the world in the way these giants have done. In Italy, everyone thought: e-commerce must be self-sustaining. This was the case for Esselunga at home until it had no rivals, but Amazon and Walmart disprove this view. E-commerce is underpinned by other, more profitable sources of revenue

Quick Take — Lidl saw its turnover rise by 6.1% in 2025, reaching 140.2 billion euros

The German group that owns the Lidl and Kaufland chains closed the financial year ending 28 February 2026 with a total turnover of 185.6 billion euros, up 5.8 per cent on the previous year’s figure of 175.4 billion.

Despite a climate marked by economic and geopolitical tensions, the group has further strengthened its position in the European market, whilst also increasing its workforce. The number of employees rose from 595,000 to 604,000, with 9,000 new jobs created during the year, 5,000 of which were in Germany…

The group also operates marketplaces (e-commerce with Kaufland, which is also present in Italy), manufacturing companies (bread, jams, etc.), tech companies (Schwarz Digits), circular economy companies (PreZero) and transport companies (ships; the company is called Tailwind).

Quick Take — In just a few years, Lidl’s non-food segment in Europe has developed from a simple promotional area into a strategic pillar of the group

A trajectory that can be read well by following the steps in sequence 7 May 2026… Lidl reorganises the non-food department in all its approximately 3,250 shops in Germany. Action and Tedi have paved the way Lidl will not be caught off guard.

The classic undifferentiated promotional area disappears. In its place: six permanent theme areas, each associated with its own brand, arranged along a continuous corridor between the refrigerated shelves and the checkout area.

Coloured signage, signs visible from afar, seasonally flexible layout. “We combine the efficiency of a discount shop with the inspiration of a specialist retailer,” said Steffen Graf, head of non-food at Lidl Germany(read more here ).

It should be noted that Lidl is bucking the trend: the hypermarket sector in France is down 4.9 per cent since the beginning of the year.

Compiled 3 June, updated 4 June 2026

Quick Take — Large-scale retail: Luigi Rubinelli’s explanation of the Greater Milan area

… Esselunga’s best competitor is Iper la grande I (Finiper), but also Lidl and Eurospin.

A separate argument should be made about Tigros and Iperal, which, in fact, are somewhat smaller Esselunga stores with less extensive and deeper assortments, but where it is probably easier to shop in less time. To this must be added the presence of bistros with good value for money.

And then, you must allow us, the presence of a convincing fruit and vegetable department. This is because, beyond the performance of the grocery-salon, the main reason for shopping in a supermarket remains the fruit and vegetables, whether one likes it or not.

It is a pity, dear Luigi, that the fruit and vegetable departments are – in general – increasingly pitiful and it is a race to see who is ‘less worse’ (although Coop Fi might be an exception)

Below: Daniele Tirelli’s analysis of Goodwill – corporate goodwill – related: Localism. Here is the other key word emphasised by the seventh edition of CX Store Research. Esselunga’s declining trend is what attracts attention more than any other fact: a brand that for decades represented the absolute benchmark of quality in Italian food retail is now seeing its Relative Goodwill eroded not by a stronger national competitor, but by a constellation of local brands that surround and undermine it – each in its own catchment area – with value propositions credible enough to intercept the incumbent’s customer, i.e. the one who appreciates Esselunga’s quality but sees an overpricing…

Thanks to Mario Gasbarrino

Edited 12 May, updated 24 May 2026

Quick Take — The best ‘supermarket’ pesto? Discount stores win

At the top of the ranking are two Md and one Lidl-branded product: Lettere dall’Italia (Md) Pesto alla Genovese, with 42 points out of 100; Lettere dall’Italia (Md) Pesto alla Genovese without garlic, also with 42 points; and Vemondo (Lidl) Pesto vegano al basil, with 41 points.

What rewards the two Md pestos is above all the composition: the percentage of basil in the recipe is 63% basil, with a minimal oil component compared to the competitors.

Lidl‘s vegan pesto, on the other hand, contains no cheese and has a reduced content of both calories and saturated fat. Data that despite placing these jars at the top of the ranking, do not in fact speak for themselves..

Scarce: Alce Nero, Barilla, Biffi, Buitoni, Polli, Tigullio, Carrefour, Conad, Coop, Esselunga, Pam, Lidl, Eurospin, Md (which reference is not known)..

Source: Altroconsumo, via Repubblica