Prisma lowers prices on 550 sweets, chocolates and sports nutrition products – now over 2,000 products available at lower prices
Prisma continues its wave of price reductions by lowering the prices of more than 550 sweets, chocolates and sports nutrition items. This is yet another step in the retailer’s long-term strategy to ensure a permanently affordable shopping basket for Estonian families – even after the VAT increase.
“We don’t raise prices just to seemingly lower them later. We reduce prices so they remain permanently low,” emphasizes Kaimo Niitaru, Prisma’s Procurement and Assortment Director. “Constantly chasing promotions and the cheapest deal wears people out. We offer simplicity and price stability instead.”
EDLP: Prices you can always rely on
In Estonia, Prisma follows the internationally recognised EDLP (Everyday Low Price) pricing strategy, meaning food and essential goods are kept consistently low-priced – regardless of campaign periods or seasons.
“By using the EDLP strategy, our customers don’t have to compare prices or wait for discounts. They can trust Prisma to always offer the most affordable shopping basket,” explains Niitaru.
New lower prices on more than 2,000 products
Since April, Prisma has reduced prices on over 2,000 products. The campaign started with baby care items, followed by pet food, soft drinks, ice cream and grilling meat. Now, sweets, chocolates and sports nutrition products are being added – items that are often part of everyday summer routines for many families.
In an environment of economic uncertainty and rising prices, consumer habits have changed, with price sensitivity clearly increasing. Shoppers actively look for deals and special offers and often choose cheaper alternatives – such as private label products that offer great value for money. Smaller and more affordable pack sizes are also gaining popularity. Some consumers are reducing their intake of sweet products overall, but not drastically – instead, they’re making more conscious and price-aware choices.
“Summer is a time of joyful moments, visiting friends, road trips and plenty of activity. We want to make sure the extra energy boost that long summer days often demand is affordable for everyone,” says Niitaru.