Lidl v Home Bargains

Source: Steve Dresser/X

Lidl has been going on the offensive with price comparisons, targeting rival discounter Home Bargains among a string of other retailers.

The supermarket has been taking aim at Home Bargains’ branded fmcg prices on in-store posters. One claims a £2 saving on 15x750ml bottles of Highland Spring, at £2.99 versus £4.99.

Home Bargains has proved resistant to a downturn in growth suffered by other discounters amid improved consumer confidence and a formidable fightback by Tesco and Sainsbury’s last year – as has Lidl itself.

Home Bargains’ turnover in the year to 30 June 2024 grew by 11.7% to £4.2bn, credited to increased contribution from existing stores as well as 23 new ones – while B&M and Poundland have both seen like-for-like sales from existing stores fall.

Lidl, with its own loyalty scheme, this week made it 17 months in a row as the fastest-growing bricks & mortar supermarket in Kantar data, with sales up 7.4% year on year in the 12 weeks to 26 January.

Grocery Insight’s Steve Dresser, who spotted the Home Bargains price comparison and posted a photo on X, told The Grocer: “It’s representative of the confidence Lidl have.

“Given there’s overlap between Lidl and the likes of Home Bargains with both having lots of cheaper brands, it’s inevitable they’d want to draw comparisons where Lidl are cheaper.”

Shore Capital’s Clive Black said: “Home Bargains and Lidl are definitely the fmcg discount kings.”

Black said it was interesting “that private label-dominant Lidl thinks it is a good idea to go for brand-dominant HB” with a brand comparison. “It’s a move struggling B&M and Poundland may be watching with interest.”

Lidl has also been pitting its non-food middle aisle prices against Asda, John Lewis, Homebase, Currys, Robert Dyas, Ikea and online retailer Wayfair, in a series of ads in its weekly customer leaflets so far in 2025.

The comparisons have included a claimed £130 saving on a Chicco Next2Me pop-up cot at £69.99 compared with John Lewis at £199.99, and an £18 saving over Asda on a Minky Ergo ironing board, at £29.99 versus £48.

Not all have been like for like, with Lidl also highlighting a £230 saving on an own label Silvercrest fan heater compared with a Dyson product at Currys, at £69.99 versus £299.99.

“We’re committed to offering great value and low prices across all our products, which we consistently highlight in our marketing campaigns,” said a Lidl spokesperson.

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