SKDS survey: Latvians name "Maxima" as the retail chain with the lowest prices

A survey conducted by research centre SKDS has examined which retail chain Latvian residents perceive as offering the lowest prices. According to the results, "Maxima" leads this perception, with a third of respondents, 33%, naming it as the cheapest. "LIDL" came second with 24% support, while "RIMI" and "TOP" each received just 3%.

A similar pattern emerged when respondents were asked which chain offers the best regular prices on everyday goods — a factor many shoppers consider especially important. Here too, nearly a third of respondents named "Maxima" as the most favourable. Respondents also most often associated "Maxima" with the lowest promotional prices, a view held by 39% of those surveyed.

Long-term pricing seen as more important than promotions

SKDS director Arnis Kaktiņš explained that perceptions of low prices are not formed by a single promotion or short-term campaign, but rather when a company's actual behaviour consistently matches what it communicates over a longer period. Since most shoppers buy groceries at more than one store, they are able to compare prices themselves, meaning a perceived market leader in pricing usually reflects a sustained and noticeable pricing approach.

Evita Neimane, director of category management and procurement at Maxima Latvija, said the results confirm that customers value the company's consistent approach to keeping prices low. She pointed to the company's "Blue Price – Low Price" initiative, under which regular prices have already been reduced on more than 8,000 products.

The survey was carried out in May 2026 on behalf of MAXIMA Latvija SIA, polling 1,005 Latvian residents aged 18 to 75.