Aldi and Lidl remained the UK’s cheapest grocery retailers in September, even when loyalty promotions at the traditional supermarkets are taken into account.
In its monthly analysis, consumer watchdog Which? compared how much the UK’s leading chains charged for a selection of 59 everyday products, including branded and own-label items. It found the total cost was £102.68 at Aldi – around 10% less than at Tesco and Sainsbury’s, even when Clubcard and Nectar offers were included. An equivalent shop at Lidl cost £1.18 more than at Aldi.
Meanwhile, Asda was also cheaper than Tesco or Sainsbury’s, despite not offering member-only discounts.
| Supermarket | Average price for 59 items |
| Aldi | £102.68 |
| Lidl | £103.86 |
| Asda | £112.19 |
| Tesco with Clubcard | £112.96 |
| Tesco without Clubcard | £113.35 |
| Sainsbury’s with Nectar | £113.79 |
| Morrisons | £119.18 |
| Sainsbury’s without Nectar | £119.19 |
| Ocado | £125.16 |
| Waitrose | £130.37 |
Source: Which?
The findings come just days after Aldi capitalised on the revelation that dozens of Tesco products price-matched to the discounter were not like-for-like.
Aldi UK Managing Director of buying Julie Ashfield commented: “Shoppers are already thinking ahead to Christmas and how they can afford a great festive season without breaking the bank. It’s reassuring that switching to Aldi will help shoppers save for the big day.
“We have always said that other supermarkets can try to match us on quality or price, but never both. The Which? results confirm the only place shoppers can get Aldi prices and high quality products is at Aldi.”
NAM Implications:
- All retailers will appreciate that a 10% discount vs Tesco…
- …and a 20% discount vs Waitrose…
- …have to make a difference to cautious/cash-strapped and even savvy consumer-shoppers.
- Raising the question of how far prices have to drop…
- …in order to neutralise discounter-pull.
- (and who will have the courage to try?)
