In this instalment, our analysts for Europe offer their take on some of the region’s latest developments and initiatives. Here’s what you need to know about:

• Lidl Netherlands launches new collectables scheme

• Aldi continues strong expansion in Spain

• Carrefour continue to invest in Romania

• Lidl Finland sees sales growth in fresh produce

• Migros launches sustainable private label range

Lidl Netherlands launches new collectables scheme

The discounter has introduced a ‘Lidl Mini’s’ campaign, with 10 fruit & vegetable plush toys available to collect. For every €10 spent shoppers receive a stamp, with a plush toy redeemed against 18 stamps. There is also an activity book available for €1.99, which includes a competition to win a limited-edition mushroom toy.

Insight Partner, Dan Butler’s view: this is a great campaign from Lidl, aligned to its market leading fruit & vegetable assortment and targeting young families. The accompanying activity book will also bring a fun and educational element to the promotion. Lidl will hope the campaign can spark a sales boost in the Dutch market, by increasing basket spend and repeat visits.

Coming in March; an exclusive report showcasing developments across Lidl’s European markets.

Aldi continues strong expansion in Spain

The discounter recently announced it will be targeting 40 new store openings in 2026 across several key regions and cities in the country. The plan will bring its total estate to over 500, as the discounter closed 2025 with 496 stores, with 33 new stores opened over the course of the year.

Senior Insight Analyst, Michela Pearson’s view: alongside Poland and France, Spain is one of Aldi Nord’s key expansion markets, and the discounter is enjoying strong success in the region. Since 2020, it has more than doubled its sales space, and is targeting key regions such as Madrid, Valencia, Catalonia and Andalusia, as well as continuing its focus on the Canary and Balearic Islands.

Carrefour sells its Romanian operations

Carrefour has agreed to sell its entire Romanian business to Pavăl Holding, entering exclusive negotiations in a deal valued at €823 million. The move follows months of speculation around a potential exit and comes as Carrefour continues to streamline its portfolio. The retailer leaves behind a network of 478 stores and a business that generated around €3.2bn in gross sales in 2024–25.

Carrefour stepped up investment in Romania ahead of the announcement, expanding its local De aici, de aproape range and boosting last‑mile capability via a Cargus partnership. These efforts appear aimed at reinforcing the business before divestment.

Insight Analyst, Bently Briggs’s view: Carrefour’s exit confirms long‑running rumours, but its recent investment in the business takes on new meaning in this context. Rather than signalling renewed commitment, these moves likely supported value creation ahead of a sale, bolstering local sourcing credentials and strengthening logistics capabilities to present a more robust, future‑ready network. With Pavăl Holding set to take over, attention will now turn to how the new owner shapes one of Romania’s largest retail footprints and how this transition reshapes competition in the market.

Lidl Finland sees sales growth in fresh produce

In January, Lidl’s sales of fruit and vegetables grew by 27%. This was driven by a month-long promotion which offered up to 30% price reductions and aligned strongly with consumers’ New Year health goals, significantly boosting volumes. Lidl also encouraged shoppers to purchase plant-based foods during the month. Signs were placed close to plant-based products with messaging around health and sustainability. The activity aligns with the discounter’s aim to double the share of plant-based proteins by 2030.

Senior Insight Analyst, Rachel Sibson’s view: Lidl’s activity reflects a wider European trend toward retailers actively nudging shoppers towards healthier choices. They are using several methods, such as loyalty schemes or discounts, to incentivise and make healthy purchases more convenient. This example also highlights how simple, value-led mechanics can shift behaviour at scale.

Migros launches sustainable private label range

The new Save Food range is designed to cut food waste by offering fruit and vegetables that fall outside traditional visual standards but remain high in quality. These products may have irregular shapes or minor weather‑related imperfections yet are suitable for consumption. The range launches with two potato SKUs and will expand to additional products over time.

Senior Insight Analyst, Michela Pearson’s view: Swiss shoppers are increasingly focused on sustainability and show strong preference for local products. Migros’ move to launch a line that supports local agriculture and meets sustainability demand will likely be successful. Last year, Coop Schweiz also launched a range of products called “Nice To Save Food”, which uses byproducts of food production to create new products. Both market leaders investing in this space signals the growing demand from shoppers in the market.

Looking for more insight?

Subscribers can find out more on our Europe market hub.