It’s no wonder that UK shoppers have an affinity for shopping at discount supermarket chains. They are often far less costly than their rivals, key when incomes are barely moving forward and prices remain high on other essentials.
How much cheaper on an average shop? Try £32.60.
That was the difference between prices on an equivalent list of items at Aldi and Waitrose during a recent comparison by Which? It is just one of the many reasons that Aldi ranks at the top of YouGov’s new polling of UK consumers for the three months ending in June and why Waitrose is a distant 11th.
Aldi received a score of 78% on YouGov’s popularity index, in a virtual tie with Lidl. The only difference were ratings from consumers who ‘dislike’ the brand (Aldi was 5% while Lidl was 6%). Millennials are keen on the Aldi, with 94% saying they like the brand, far outpacing all other supermarkets. Gen X prefers Lidl. Either way, both rank high among most shoppers.
“At Aldi, we’re all about offering high quality products at prices that can’t be beaten so it’s great to see British shoppers choose us as their favourite supermarket once again,” Richard Thornton, Communications Director at Aldi, said.
In third place with a strong 76% was M&S Food, whose supermarket aisles are sparkling and whose produce sections in particular are quite robust. Sainsbury’s, which occupies the No. 2 position in grocery market share, was at 73%. Co-op Food and Morrisons were at 72%.
Tesco, which gained ground to a 27.7% market share in the latest data released by Kantar Worldpanel, came in a disappointing tie for 7th with Asda in the YouGov survey at 70%. More than 20% said they were neither positive or negative on the Tesco brand.
