As the grocery sector approaches the key Christmas trading period, Aldi has reaffirmed its commitment to keeping grocery bills low amid rising inflation.
The discounter noted that it had already invested more than £300m in price cuts since the start of this year, reducing the cost of over 900 products in recent months, including fresh fruit and vegetables, bread, dairy and household essentials.
Last week, the latest price comparison by consumer watchdog Which? showed that Aldi was the cheapest supermarket in the UK in August, regaining the top spot from its key rival Lidl.
“Rising inflation has meant many shoppers are understandably more conscious about where they spend their money,” said Julie Ashfield, Chief Commercial Officer at Aldi UK.
“That’s why we’ve already invested more than £300m in price cuts this year, ensuring Aldi customers continue to benefit from the very best value.”
She added: “We know how important the lowest prices are to our customers, especially as they prepare for Christmas, and we continue to offer significant savings compared to the full-price supermarkets.”
Aldi is currently opening an average of one new store a week between now and the end of the year as it pushes towards its long-term target of 1,500 sites.
NAM Implications:
- One of the advantages of being a limited-range discounter is that £300m can go further than with a mult in terms of price cuts.
- And Aldi being the cheapest UK supermarket helps.
- And with consumers prepared to shop around for value…
- …worth placing a bet on Aldi this Christmas.
