The two supermarket chains take up 89% of the online conversation.
Supermarket chain Lidl dominates the online media conversation with 61% of all mentions, a new analysis by media intelligence agency Perceptica shows. Kaufland comes in second with 28%. The analysis covers online mentions of FMCG chains across traditional and print media, blogs, forums, Twitter and Facebook for the period January-March 2017.
Billa is the third most-talked-about chain with 836 mentions - almost double Fantastiko's 471. For comparison, Lidl amassed 8,482 mentions across comments, articles and posts.
When voicing an opinion about a supermarket chain, users emphasise the same handful of factors. The quality of products on offer is the single most-cited reason for both positive and negative mentions on social - covering everything from food to detergents. The second most important factor was availability: whether a given product could actually be found in the chain.
Lidl: clothes and shoes drive the positive image
Users most often comment on the quality of Lidl's products. The standout positive sentiment is towards shoes and clothes, as well as parts and tools for cars and bicycles. On the other side of the ledger sit certain foods - particularly fruit, where consumers complain about the quality of tangerines and the presence of antibiotics and preservatives.
Kaufland: range is the key advantage
Sentiment towards Kaufland's product quality is relatively balanced. Non-food categories are among the most-liked sides of Kaufland - including mattresses, pillows and makeup, as well as the seafood sold at dedicated counters. Meat, however, is often criticised for almost never being fresh.
Billa generates the most online discontent
Billa is the worst-performing chain in terms of user comments and sentiment. Online discussion is almost entirely negative - particularly around quality, staff attitude towards customers, store layout and cleanliness. The brand's advantages: promotions and the convenience of having many stores, including smaller-format ones - one of the few drivers of positive comment.
Fantastiko and the price-tag problem
Users also criticise Fantastiko for staff behaviour, a shortage of cashiers, and the gap between the price on the label and the actual price at checkout.
Like with other chains, Fantastiko's clients are extremely unhappy when - in their words - they're being lied to by cashiers. One particularly well-known case saw the Commission for Consumer Protection investigate Bulgarian chain T-Market for several incidents where the printed price did not match the final price. Even though the Commission never officially named the chain, users quickly identified it and shared the news. From that point on, every similar incident was framed as "just like the T-Market scam" - a useful reminder that, in social conversation, a single label sticks long after the original story fades.