Lidl was the cheapest supermarket in the UK in February, according to the latest monthly analysis from consumer watchdog Which?
The ranking is based on comparing prices for a trolley of 23 everyday grocery items, including both own-label and branded goods. Lidl’s total came to £24.21, which was 62p cheaper than key rival Aldi.
Despite their efforts to close the price gap on the discounters, the big four supermarkets trialled behind, whilst Ocado and Waitrose remained the most expensive by a significant margin.
February price ranking by Which?
- Lidl – £24.21
- Aldi – £24.83
- Asda – £27.35
- Tesco – £27.4
- Sainsbury’s – £27.68
- Morrisons – £29.19
- Ocado – £31.28
- Waitrose – £33.71
With prices in supermarkets soaring, data released by Kantar this week suggests that the popularity of the discounters is growing again having waned during the pandemic. Aldi and Lidl were the fastest-growing retailers during the last quarter, both increasing their sales by 3.3%. Aldi attracted an additional 1.3 million customers compared with 2021, while Lidl brought in nearly an extra million.
Lidl also recently overtook the Co-op to become the UK’s 6th largest supermarket retailer.
Ryan McDonnell, Lidl GB Chief Executive, commented: “We are extremely proud that more customers are choosing to shop at Lidl. But it’s also not a surprise, because it has always been our firm belief that no one should have to pay a premium for good food. This belief is at the core of everything we do, whether that’s keeping prices low or making our offer as accessible as possible through the opening of new stores. And it’s clear that shoppers still want and value that in-store experience, despite the impact the pandemic has had on shopping habits. So that’s exactly what we will continue to give them.
“In February alone we opened 13 new stores, and our expansion plans continue at pace. As households navigate the increasing cost of living, it is our absolute promise that we will continue to offer them the best value in the market.”
NAM Implications:
- The discounter vs other retailers price differential may not seem a lot…
- …except to cash-strapped consumers.
- And given that discounter customers rarely fall away…
- …they continue to represent a threat to the mults.
