Aldi has been named the UK’s cheapest supermarket by trade magazine The Grocer. The analysis of a basket of 33 everyday items revealed that the traditional supermarket multiples – Tesco, Sainsbury’s, Asda and Morrisons – were, on average, 17% more expensive than the discounter.
The basket of 33 items at Aldi cost a total of £45.13. The same basket of goods was £54.78 at Morrisons, £53.65 at Sainsbury’s, £51.63 at Asda, and £51.61 at Tesco.
“The numbers show what our customers already know – the only place to get Aldi prices on every product, every time you shop, is Aldi,” said Julie Ashfield, Managing Director of Buying at Aldi.
“Other supermarkets can try to compete with us through selective price matches and loyalty schemes. But when it comes to the price of a weekly grocery shop, these schemes rarely add up to real savings.”
Last month, Aldi capitalised on the revelation that dozens of Tesco products price-matched to the discounter are not like-for-like. This follows a period of lacklustre growth for the discounter after facing tough comparatives and price-match competition from all the main supermarket multiples.
NAM Implications:
- Another boost to Aldi’s confidence…
- …and a perception of ‘17% less’ is bound to influence the consumer.
- Watch this space…
