German deep discounter Lidl is likely to expand its European presence by adding a raft of markets, according to an IGD study.
The report, European Discount Retailing, forecasts that the 5,000-strong store group will add Norway to its portfolio in July. Lidl is also tipped to be considering Sweden, Denmark, Hungary, the Czech Republic, Estonia and Poland.
The push would bring the number of countries in which Lidl operates to 19, compared with arch-rival Aldi's 10, despite Aldi having a 20-year head start on European expansion.
Lidl's drive to add European markets makes sense, according to the report.
However, it is also noted that Lidl's average EUR 2.8 million (£1.8 million) annual turnover per store will remain below Aldi's EUR 5.2 million (£3.4 million) annual average, because of poorer store locations and inflexible product buying and ranging strategies.
Aldi and Lidl are Europe's top discounters, according to the IGD, followed by Carrefour, Tengelmann and Mercadona.
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