Just 4 per cent of people think Aldi is a good place for bargain hunting compared to other supermarkets, according to a new survey.
Privately owned German grocers Aldi and Lidl have shown impressive sales growth in the last 12 months and have attracted customers from a broad spectrum with a range of special offers and quality products.
But latest figures from Shoppercentric, who surveyed 1,000 UK shoppers aged 18+, will come as a blow to Aldi who is aiming to take on Tesco, Sainsbury’s, Asda and Morrisons.
Ready meals were the least popular product in Aldi as the grocer was hurt by the horsemeat scandal along with Tesco. Ready meals across all supermarkets fell 8 per cent year-on-year according to Kantar. However, 44 per cent agreed that Aldi - who sells six different meats every week at discount prices - was a good replacement for supermarkets. Fresh fruit, vegetables and tins and packets of groceries topped consumers’ shopping list. 39 per cent said Aldi was good for regular top-up shopping.
Poundland, 99p stores and Poundworld were the clearest cut candidates for discounters among consumers with Aldi and Lidl rated as a more middle ground discounter.
“There’s still a lot of work to do especially around the quality message and there will always be shoppers who dislike the typical discounter environment and prefer to spend elsewhere,” said Danielle Pinnington, Director at Shoppercentric. “Discounters will need to be at the top of their game to continue to impose themselves on our retail landscape over the long term.”
61 per cent of consumers in the ABC1 category have seen household costs rising as personal income remains flat. Farmfoods, which became the UK’s fastest growing grocer last month by growing its sales 44 per cent in the 12 weeks to 2 February, was more familiar and easily accessible to people than discounters B&M and Savers.