Budapest, November 13, 2025 — The Hungarian GVH has closed its probe into Lidl’s price-leadership claims after the retailer offered a binding package of commitments designed to strengthen compliance and stimulate price competition. The measures include stricter internal rules for substantiating price-leadership assertions and clearer disclosures that such claims rely on data from the national online price monitoring tool, Árfigyelő.
Key Measures
Lidl committed to applying monthly price-leadership claims only when its average basket is at least 2.5% cheaper than the second-lowest chain and only when it is the cheapest on more days in the month than the next competitor. The retailer will also prominently reference Árfigyelő in all communications and introduce external competition-law controls and internal training for staff.
The GVH said the commitments are capable of eliminating potential concerns, ensuring future compliance, and increasing competitive pressure in the grocery sector. The strengthened criteria are expected to enhance the price-lowering effects of the Árfigyelő system, amplifying its benefits for consumers.
Background to the Probe
The GVH launched its investigation in summer 2024 over concerns that Lidl’s “champion of low prices” slogan implied unsubstantiated market-leadership claims. During the case, Lidl provided its methodology, showing that it used the daily basket averages of 62 product categories listed in Árfigyelő and excluded days affected by data gaps, holidays, or missing products across participating chains.
Following extensive evidence gathering, negotiations, and methodological review, the GVH accepted the commitments without determining whether a violation occurred. Lidl must implement the package in full.
The authority noted that Árfigyelő, launched in July 2023 and recently expanded to 140 product categories, has already reduced retailers’ gross margins on dairy products by around 10 percentage points. Independent analysis found the tool saved Hungarian households approximately HUF 20 billion during the 2023–24 winter season.
