Supermarkets spark a stroopwafel war: 3.2 cents per waffle, but why?

Supermarket chains in the Netherlands are engaging in a fierce pricing war over stroopwafels, with the cost of a pack dropping as low as 38 cents. The popular Bakker Joop brand has become the primary focus, with retailers like Dirk, Jumbo, Plus, and DekaMarkt slashing prices to attract customers. These items are often used as loss leaders to enhance a store's budget-friendly reputation, a common tactic previously applied to goods like bananas and milk. Analysts note that these ultra-low prices, reaching about 3.2 cents per waffle, are designed to influence consumer perception during periodic price surveys, including those conducted by the Consumentenbond.

Not all retailers are participating in this trend. The Friesland-based chain Poiesz has explicitly refused to lower its prices, maintaining a cost of 1.15 euros per pack. They argue that selling products significantly below their purchase price is an unhealthy market development. Meanwhile, major players like Albert Heijn, Aldi, and Lidl have adjusted their own private-label pricing to remain competitive, creating a stark contrast with premium brands like Kanjers, which continue to sell for nearly ten times the price of the promotional waffles.