South Africa, June 12 -- The research took place in the Netherlands where Dutch retailer Lidl, the sixth largest retailer in the world, stopped delivering its store flyers in the province of Utrecht at the beginning of 2023.

Researchers from three universities assessed changes in grocery shopping behaviour in Utrecht households following the move, looking at aspects such as the number of shopping trips undertaken, total expenditure on promotional items and the number of units bought on promotion.

The findings showed that there was a marked impact on households' shopping behaviour. Notably, households decreased their shopping trips to Lidl, resulting in reductions in expenditure in the store, while simultaneously increasing their visits ...