Photo courtesy of Aldi

How low can Aldi go? How about £37 cheaper than a rival supermarket on 72 similar items

Produce Business report

Deep discounters are continuing to dominate the price wars that have been occurring in the UK since the darkest days of the COVID-19 pandemic.

Depending on the publication or source, one or the other – Lidl or Aldi – have been out front and up front about their low, low prices. And they are delivering on their promises.

In terms of the average shopping basket and the polling done by Which?, Aldi has been least expensive for more than a year. For the 14th month out of 15, it registered the lowest total on 72 items, including fresh fruit and vegetables. At £125.43, it was about three pounds cheaper than its rival Lidl (£128.19).

No matter which supermarket British customers prefer, they are saving big money over their bigger competitors.

“We are proud to have maintained our position as the UK’s Cheapest Supermarket for the past three years,” says Julie Ashfield, Managing Director of Buying at Aldi. “We know that the ongoing cost-of-living crisis is bringing a lot of financial worries for consumers and that’s why we’ve invested more in price cuts than ever before. We will continue to support customers by consistently offering them great quality products at the lowest possible prices.”

How much lower? The bigger retailers, despite their efforts to try to price-match the discounters, just can’t keep up.

That same shop, 72 items strong, is a whopping £37.51 more expensive at Waitrose. It costs shoppers £26.30 more to run down the aisles and pick the same items at Morrisons. At Asda, the difference is £15.80, the closest of the major supermarkets to Aldi. In between were Tesco (£143.51), Sainsbury’s (£147.78) and Ocado (£153.47).



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