Photo courtesy of Aldi

Aldi overcomes price-match schemes by rivals to be UK’s cheapest shop again

Produce Business report

For the fifth consecutive month, Aldi has registered the least expensive shopping experience for customers in the UK, according to data from consumer agency Which?

Aldi again nosed out discount supermarket rival Lidl for the cheapest basket by a little less than two pounds (£75.79 to £77.68) and over Asda by around nine pounds (£84.98). Those numbers are not insignificant given the pinch inflation is having on families and rising costs of food globally.

This is also one of the most important times of the year as shoppers stock up for the festive season and plan larger meals.

“As we get closer to Christmas, families across the nation will be looking for ways to cut costs,” Julie Ashfield, Managing Director of Buying at Aldi, said. “This can be a challenging period for many in the best of years, but never more so than right now, which is why we remain committed to supporting our customers in every way we can. We strive to provide the highest quality products at the best possible price and we’re thrilled that this dedication has been recognised yet again by Which?”

None of the other retailers in the Which? study came in at under 10 pounds less than Aldi. Despite the increased efforts to price-match the discount retailer, Tesco’s average shop right now for the similar 48 items across departments is £86.21. Sainsbury’s is a tad higher than Tesco by 15 pence. After that, the baskets get much more expensive, especially in comparison to Aldi and Lidl: Morrisons at £92.72, Ocado at £93.99 and Waitrose at a budget-busting £101.17.

In addition to low prices, Aldi continues to make splashes with news of more stores opening across the UK, its rise into the No. 4 position among all British supermarket chains, its increases in wages that has made store assistants the highest paid, and innovations such as the trialling of eco-concept stores made with sustainable materials.



The Latest from PBUK

Subscribe to PBUK!

Get regular produce industry insights, sign up for our email newsletter below.