Grocery retailers Billa and Billa Plus have announced what they claim is ‘the largest price offensive in the company’s history’, introducing the ‘Immer Clever Preis’ (Always Clear Price) programme across Austria.
Starting 24 September, Billa will permanently match up to 3,000 products to the price levels of key discounters, effectively bringing discounter pricing directly into a traditional supermarket setting.
Discounter Range Mirrored
The 3,000-item selection mirrors the scale of an entire discounter range, combining low prices with Billa’s product selection, including fresh regional meat, organic produce, and brand names.
Billa will review and adjust prices across the programme weekly, to ensure they stay competitive with leading discount market rates.
Roughly 40% of the featured items are popular name brands, 30% come from the budget-friendly, entry-level Clever brand, and Billa sources the remaining 30% from popular private labels like Ja! Natürlich (organic) and Billa Immer Gut.
Erich Szuchy, CEO of Billa, commented, “Our customers have told us very clearly what they want: permanently low and reliable prices.
“With the ‘Always Clear Price’, you can save yourself the trip to the discounter.
“Billa will be a discounter in the future – only with more choice, quality and regionality.”
Shifting Shopping Habits
The price initiative responds directly to shifting shopping habits in Austria, where recent data shows that 77% of consumers regularly compare food prices amid rising household budgeting pressures.
Rather than relying on short-term promotional discounts, Billa aims to provide shoppers with long-term financial predictability and save them from trips to multiple stores.
The programme spans core categories – including fresh fruits, vegetables, baked goods, beverages and meat – drawing on Billa’s broader store inventories of roughly 8,000 products in standard stores and up to 18,000 items in Billa Plus locations.
Billa and Billa Plus have nearly 1,300 stores across Austria.