Electronic Shelf Label Upgrade: Lidl Adds Stiftung Warentest Ratings to Boost Trust in Private Labels

Lidl Germany has taken a significant step in reinforcing consumer trust by embedding quality scores from Stiftung Warentest, Germany’s most respected consumer product testing body, directly into its electronic shelf labels (ESL) — a move that until recently was reserved for paper shelf-stoppers.

A Subtle but Powerful Change

🔹 Until now, Lidl only used printed shelf tags to showcase product test results.
🔹 The integration of Stiftung Warentest ratings into ESL bridges the gap between price and product quality — especially important in categories where consumer choice relies heavily on trusted information.

This change is particularly strategic for non-food private label categories such as Formil (laundry detergents) and W5 (household cleaners), where performance can be objectively tested and rated.

Strong Test Results Support the Move

Lidl’s private label brands have been consistently performing well in independent tests:

Formil Vollwaschmittel was awarded a “Gut” (1.6) rating in Stiftung Warentest’s April 2025 detergent review, placing it among the top performers in terms of stain removal, environmental compatibility, and overall value.
W5 Geschirr-Reiniger-Tabs Multi-Active All-in-1 previously received a “Gut” rating in Stiftung Warentest’s dishwashing detergent tests, praised for cleaning power, cost-effectiveness, and safety for dishwasher materials.

Lidl Comments on the Rollout (Anonymised)

“Increasingly managing our electronic shelf labels to include verified test scores allows us to communicate trust clearly and efficiently,” said a Lidl representative.
“Bringing Stiftung Warentest results directly to the shelf helps shoppers make more confident choices, especially when evaluating our own brands.”

Why It Matters

Boosts confidence in private labels by proving quality alongside price.
Brings transparency into the digital shelf space.
Enhances visibility of independent test outcomes at the exact point of decision-making.

Final Thought

By weaving Stiftung Warentest ratings into ESLs, Lidl is restoring trust signals that were often lost in the digital transition. It’s a clever, low-cost upgrade that enhances the appeal of private labels — especially in essential household categories — and signals Lidl’s commitment to both quality and clarity.