Aldi Hails 27% Price Lead Over Rivals

Aldi has hailed its place as the UK’s “lowest priced, best value supermarket” after beating the Big Four supermarkets and Waitrose in basket price comparison carried out by The Grocer early this month.

The comparison saw Aldi claim first place with a basket of 33 everyday grocery products costing £40.28, meaning that on average it costs 27% less than other supermarkets.

Aldi was over 20% cheaper than second placed Asda, with its basket of costing £40.28; £10.68 less than Asda (£50.96). Morrisons was third at £52.06, Tesco was fourth at £53.90, whilst Sainsbury’s was fifth at £57.95. Waitrose recorded the most expensive basket at £61.64, nearly 35% more than Aldi.

The news follows Aldi’s success at The Grocer Own Label Awards earlier this month where its products collected 19 Golds and 21 Silvers.

Tony Baines, Joint Managing Director of Aldi Corporate Buying, said: “The combination of the Grocer’s price comparison and our success at the Own Label awards proves that Aldi offers the best quality products at prices that simply can’t be beaten.”

Earlier this month, Aldi also picked up two accolades at the Marketing Week Awards 2016. Aldi beat Disney, Starbucks and Heineken to be named Brand of the Year in recognition of its innovation and creativity within the sector. The supermarket also picked up the gong for Marketing Team of the Year.

NAM Implications:
  • This 27% lead is a marker for any mult trying to divert Aldi traffic…
  • It also indicates how hard shopping experience has to work to overcome
    this obstacle…