After struggling for growth in recent months, Aldi’s operation in Ireland is cutting the price of 170 seasonal products.
Prices are being reduced on a range of Christmas lines, including fresh Irish turkeys, fruit and vegetables, wines, and frozen party food. The discounter claims the move will save consumers an additional €2m over the festive period.
Aldi has already lowered the prices of almost 300 products in Ireland over the past few months as cost pressures in the grocery sector start to ease.
Colin Breslin, Managing Director of Buying & Services at Aldi Ireland, said: “These latest price cuts are part of our continued efforts to make great quality food affordable for all, from party food treats to Christmas essentials.”
Unlike its counterpart in the UK, Aldi Ireland has seen a downturn in its performance this year. Recent industry data shows it recorded growth of only 1.4% over the 12 weeks to 26 November, with its market share slipping from 12.4% to 11.7%.
NAM Implications:
- By way of the final paragraph above shows…
- …the cuts are more an attempt to correct the performance discrepancy vs its UK counterpart.
