Aldi overtakes Morrisons, becoming Britain’s fourth-biggest supermarket group
"Low prices are clearly what’s winning customers over," says personal finance expert, David Beard
13 September 2022
German-owned discounter Aldi has overtaken Morrisons to become Britain’s fourth-biggest supermarket group, market researcher Kantar has said.
“Aldi has been nipping at the heels of the big four for many years, and it’s taken a cost-of-living crisis to overtake Morrisons,” said Personal finance expert, David Beard of Lendingexpert.co.uk. “I’m not surprised by this as shoppers change their habits in favour of cheaper goods.
“It just goes to show that promotions, loyalty cards and a wider choice aren’t what consumers want when facing rising costs. Low prices are clearly what’s winning customers over, which is further reflected in the other big three’s latest strategies of slashing prices – even stating in their promotions how their prices compare to Aldi.
“When Aldi first came to the UK in 1990, the discount grocer was shunned for its lack of choice, checkout methods, aesthetics and poor customer service. Little has changed since the first shop was opened both in look and feel, yet Aldi is now enjoying the fourth largest slice of market share, which is almost definitely a sign of the times.”