The latest data from Kantar has revealed that more than two thirds (66.4%) of British households now shop with Aldi, making it the third most popular grocer, ahead of Sainsbury’s, with 1.1m additional shoppers* buying their grocery shop at Aldi.
According to Kantar, households switched over £300m** in grocery spend to Aldi in the first quarter of this year to save money. The analysis also shows that Aldi shoppers are buying more items per visit than at any other supermarket*** as they get more for their money at the discounter.
One pound in every ten that is spent in British supermarkets now goes through Aldi’s tills after grocery analyst Kantar confirmed it has a double-digit (10.1%) share of the market for the first time****.
Giles Hurley, Chief Executive Officer of Aldi UK, said: “Almost 19 million shoppers are taking advantage of our brand-like quality and unbeatable prices.
“People are facing difficult choices about how they spend their money and are changing the way they shop.
“Shoppers are switching from big stores with big prices to counter the effects of inflation and keep more of their money in their pockets.
“Independent analysis shows we are consistently the UK’s cheapest supermarket, and our commitment to our customers is that will always be the case.”
Which? has named Aldi as the cheapest supermarket for the last ten-months consecutively*****.
In its latest comparison, Which? found that on a basket of 41 items the full-price supermarkets were 15% more expensive on average, with Aldi costing just £72.54, compared with Tesco at £81.58, Morrisons at £83.63 and Waitrose costing £92.55.
* Kantar Take Home FMCG 52 week ending 16/04/2023
** Kantar Take Home FMCG 12 weeks ending 16/04/2023
***Kantar Take Home FMCG Basket Size to 16/04/2023 – Aldi 19.9 items vs the nearest competitor (Asda) at 16.8 items
**** Kantar Till Roll 12 week ending 16/04/2023
***** https://www.which.co.uk/reviews/supermarkets/article/supermarket-price-comparison-aPpYp9j1MFin
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