It was supposed to be different this time, with Britain’s Big Four supermarkets – Tesco, Sainsbury, Asda and Morrisons – having learnt the lessons of the financial crisis. Then, they preserved margins at the expense of market share. This downturn, it’s meant to be all about keen pricing, not profits.
Except last week, Aldi overtook Morrisons in market share, according to data from Kantar. So much for the Big Four.
The thing is, this time might be different. Lessons may, really, have been learnt. It’s just not clear anything can stop the Aldi ascendancy.
Read the full article on the Financial Times website (PayWall)
NAM Implications:
- When a rival is growing faster…
- …and has a value offering more in tune with consumer need…
- i.e. costing less…
- Then their share will grow…
- …at your expense.
- Next question?
