Lidl has been named the cheapest supermarket in The Grocer’s ‘Super Grocer 33’ survey, beating all the major supermarket mults and key rival Aldi.
The price index, which compares the price of 33 everyday grocery items across the UK’s seven major supermarkets, found Lidl to be cheaper even after other supermarkets’ ‘loyalty’ discount schemes were applied.
Overall, the discounter was found to be 11% (£6.30) cheaper than Tesco – and £6.28 after Clubcard discounts were applied. Similarly, the same products cost £9.65 more at Sainsbury’s, with an additional saving of only £1.22 with Nectar Prices.
Overall, Lidl offered the cheapest price on 31 products – and exclusively the lowest price for two products across a range of categories.
Richard Bourns, Chief Commercial Officer at Lidl GB, said: “While other supermarkets may try and match us with price promises and loyalty schemes, we know more and more customers are coming through our doors and staying thanks to our unbeatable offering.
“We’ve always had a clear commitment to offer the very best value to our customers and that is a promise we will always keep. Whether it’s fresh produce, grocery essentials or a must-have product from the Middle of Lidl, our customers can be confident they will always get the best prices every time they shop at Lidl.”
| Supermarket | Ratio Price Summary | Price compared to Lidl |
| Lidl | £50.19 | – |
| Aldi | £50.53 | + 34p |
| Asda | £56.39 | + £6.20 |
| Tesco | £56.49 | + £6.30 |
| Sainsbury’s | £59.84 | + £9.65 |
| Morrisons | £63.14 | + £12.95 |
| Waitrose | £66.92 | + £16.73 |
NAM Implications:
- Although a limited number of ‘cheaper‘ products…
- …the key issue is shoppers availing of the ‘opportunity’ to fill their baskets as they pick up the bargains.
- (invariably adding to Lidl’s market share in the process…)
