Some 65% of UK shoppers have switched either 'some' or 'all' of their shopping to Aldi and Lidl, a new study has found.
The study, by Pricer, found that despite aggressive discounting and enhanced loyalty offers from mainstream supermarkets, shoppers continue to switch to the discounters in search of deals.
Switching To Aldi And Lidl
It surveyed 1,000 people, and found that the percentage of those switching to Aldi and Lidl was up by four percentage points compared to last year. In terms of specifics, 51% said that they had switched 'some' of their food spend to the discounters, while 13% have switched 'all' of their shopping to Aldi and Lidl.
Younger demographics are the most likely to switch to the discounters, with 79% of Millennials and 78% of Gen Z making the switch, the data showed.
On a rational basis, Londoners lead in changing from traditional grocers to Aldi or Lidl, at 81%, compared to 60% in the Midlands and 67% in the North.
In addition, despite a decrease in food price inflation, consumers continue to be highly sensitive to prices and promotions. Some 81% of UK consumers remain cost-conscious, while more than a third (35%) plan to maintain economical spending on food, even if their disposable income becomes less strained.
'A Growing Diffraction'
“Overwhelmingly, our research shows a growing diffraction in supermarket loyalty among consumers," commented Peter Ward, UK country manager for Pricer. "Largely driven by pricing and cost-sensitivity, this plays naturally into the hands of the discounters, which is why they’ve continued a steep growth trajectory.
“However, while price remains at the fore, choice (both across branded and non-branded goods), quality and access to higher welfare produce are all also playing key roles in consumers’ motivations to shop around for their groceries, which gives traditional supermarkets another battleground on which to fight for share of wallet, rather than just a race to the bottom.”
