Aldi has been named as the UK’s cheapest supermarket in an independent price comparison survey by trade magazine The Grocer.
It is the fourth time in a row that the magazine, which looks at a basket of 33 everyday items, has confirmed Aldi as the cheapest supermarket in the country. The latest ‘Super’ Grocer 33 study found Aldi’s basket totalled £59.44, up only 1.5% on the same period last year. Lidl was close behind on £60.00.
Among the traditional big four supermarkets, Morrisons (£70.17) and Sainsbury’s (£72.79) were the most expensive, beaten by Tesco (£69.68) and Asda (£66.14).
Julie Ashfield, Chief Commercial Officer at Aldi, commented: “While others make noise about price, Aldi delivers on it week in, week out. Being named the UK’s cheapest supermarket by both the G33 and Which? in the same week isn’t just a win, it’s proof that no one can match the consistent value we offer.
“These back-to-back endorsements reinforce what our customers already know: when it comes to price, Aldi leads. We’ve always promised to put value first, and we’re proud to be delivering on that, every single day.”
Last month, Giles Hurley, CEO of Aldi UK & Ireland, said he does not believe the supermarket sector is in the midst of a price war despite suggestions to the contrary. Back in March, Asda raised fears of a price war after saying it was willing to take a hit to profits to finance a campaign of price cuts aimed at reversing its slide in market share.
NAM Implications:
- ‘the UK’s cheapest supermarket by both the G33 and Which? in the same week’.
- Has to say it all for cash-strapped (and savvy ) consumers…
- …especially given the £10+ saving per basket.
- And once tried, finding the compromise was not as great as anticipated…
- …anyone taking bets on the cost and effort of getting them back.
- Fundamental (and possibly permanent) changes continue to take place in UK grocery retailing.
