At the place where Serbia is at its lowest point above sea level — at the confluence of the Timok and the Danube — Lidl is the symbolic placing of the flag of the lowest dinner said that this discount chain is "the lowest cost point in Serbia". The company gathered media representatives to start an open conversation about the very current topic of prices, which is one of the most important for consumers today. There was talk of ensuring low prices while maintaining high quality, as well as how to give customers the most value for their money.
During an interactive discussion with a professor and an economic analyst, as well as experts from Lidl's procurement team, the key factors that influence the formation of prices were reviewed — from global market trends, availability and prices of raw materials, specifics of individual product categories, to local market circumstances and regulatory frameworks through which companies in Serbia operate. In this context, it was also discussed how Lidl, through efficient process management, optimized procurement and long-term planning, achieves one of its important strategic goals: low prices every day, with consistently high product quality.
Lidl has been offering the best comparative shopping basket in Serbia for ten months in a row, according to research by the NMS Market Research* agency. The company emphasizes that this result does not come through short-term actions and occasional discounts, but through continuous and responsible management of the entire business chain.
Photo: Lidl SerbiaLowest point
cost in Serbia
"Our goal is to offer consumers the best price-quality ratio every day. This means that the accounts with the lowest prices are the result of efficient processes, carefully planned procurement and a long-term approach to business, and not a compromise with quality standards, because there is no negotiation," said Marija Kojčić from the Corporate Affairs department of Lidl Serbia.
Through innovation and strong partnerships with domestic and foreign suppliers, Lidl maintains its leading price position and will continue to make efforts to continue to offer consumers the most affordable basket of comparative quality, so that shopping at Lidl is always worthwhile.
Accordingly, the message from Serbia's lowest geographical point, in addition to being symbolic, is also very concrete: when prices are low every day, consumers can plan more safely, shop more simply and get the quality they can count on with Lidl as a reliable partner.
*Source: NMS Market Research agency. Research results in the period July 2025 - March 2026. The analysis of the value of the weekly consumer basket of food and non-alcoholic beverages is based on the consumer basket defined by the Republic Institute of Statistics and includes up to 73 products. The research was conducted in five retail chains: DIS, Idea, Lidl, Maxi, Roda, in four cities. More details about the research methodology: https://monitorpotrosackakorpa.nms.rs
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