Rimi is launching a new marketing campaign featuring over one hundred private-label products priced at fixed, rounded amounts of 1, 2, 3, or 4 euros. The initiative aims to shift consumer perception of private brands by emphasizing quality and local origin, supported by a recent Norstat survey of 1002 residents.
Fixed-Price Campaign and Product Selection
Starting this summer, Rimi is introducing a streamlined pricing strategy for its private-label goods. The campaign features more than one hundred items categorized by simple price points, including 1-euro staples like 82% fat butter and Ricotta cheese. Other featured items include tuna fillets for 2 euros, and organic peanut butter or halloumi cheese priced at 3 euros.
To help shoppers navigate the promotion, the retailer is deploying a distinct visual identity in stores, characterized by a colorful lizard mascot. According to the company, the campaign covers a wide range of goods, from dairy and canned foods to pet supplies and household items.
Shifting Consumer Priorities: Price vs. Quality
The push to highlight private-label quality comes as consumer behavior in Lithuania evolves. A representative survey conducted by Norstat in May 2026 shows that while two thirds of the population still identifies lower price as the primary driver for choosing private labels, the perception of these products is changing.
More than half of the respondents now believe that private-label products offer quality comparable to well-known branded items. For Rimi, this shift necessitates a change in how they communicate with shoppers. Vaidas Lukoševičius, general director of Rimi Lietuva, noted that the company’s objective is to help customers discover products that offer a superior price-to-quality ratio, turning one-time trials into long-term habits.
The Role of Local Production
A significant factor in building consumer trust is the origin of the goods. The survey revealed that 60% of Lithuanian shoppers prioritize products manufactured locally. Rimi is currently aligning its supply chain with this demand; approximately 45% of the company’s private-label food products are manufactured within Lithuania.
Olga Suchočeva, Rimi Baltic’s private label strategist, emphasized that working with local producers is a core pillar of their development strategy. This partnership model serves a dual purpose: it ensures high quality and allows the retailer to react more quickly to shifting consumer preferences while supporting the regional economy.
Future Expansion Plans
The company is not slowing down its product development. Throughout 2026, Rimi plans to introduce about 1,000 new private-label items across the Baltic region.
- Healthier food alternatives
- Plant-based products
- Expanded home care and children’s items
- Pet care supplies
As Rimi continues to broaden its offerings, the strategy remains focused on bridging the gap between budget-conscious shopping and the expectation for premium quality. The current campaign serves as a testing ground for this modern approach to private branding, focusing on transparency regarding both price and product origins.
Find more reporting in our Health section.
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