Aldi and Lidl both really really popular now
Over 50% of British shoppers shopped at Aldi, Lidl and the like last month, the joint highest on record with January this year.
The grocery think tank IGD said that 51% of consumers went and stocked up on Latvian pickles and wetsuits in the cheap stores, compared with 37% in 2011.
This is hardly news when you realise that Aldi and Lidl have seen their sales increase by a third in the three months to May 2014.
The market share of the discounters is set to get higher as IGD predicts that they will take 10.5 per cent of grocery spending by 2019, up from 6.2 per cent now.
A lady named Joanne Denney-Finch, who is the IGD chief executive, said:
“People are now more willing to shop around at different types of grocery formats, such as convenience stores, discounters or buying online. They have more options available to them than ever before. Our ShopperVista research shows that on average shoppers are using four retail formats a month to buy their food and groceries."
Of course, Lidl and Aldi are quite made up with this news
A Lidl spokesman reckoned: “more and more people are realising the incredible value we offer and that they can do their full weekly shop at Lidl without needing to go anywhere else”.
Before blowing his own trumpet and bellowing: “We've now won over 795 food and drink awards since 2008 which, along with reaching our record market share of 3.6% (as reported by Kantar World Panel this month), is a clear sign that our supermarket is appealing to a broad audience and that we're successfully anticipating the needs and demands of our customers.”
A rival spokesman for Aldi continued in this 'Yay us' mood with:
"Shoppers can save money every time they visit Aldi rather than having to wait for short-lived supermarket promotions and price cuts.”
We said brand loyalty was dead and Tesco and Morrisons are finding that out the hard way.
Well done everyone.