The recent discounter revival is down to Lidl and Aldi pushing the quality of their products to tempt shoppers into their stores, and is not a sign of a worsening economy, the retailers have claimed.
Both discounters have dramatically increased the number of quality award schemes for their own-label products in a bid to generate positive publicity.
"We are entering more Best Buy types of competition, and finding that our products are often doing extremely well," said a Lidl spokeswoman. "It goes to show that high-quality products do not need to cost the earth. Offering high-quality produce and good value is what we do, which is why we carry out thorough quality testing."
Aldi said it had noticed a major rise in footfall from new customers looking to pick up the lines for which it had received awards.
"Shoppers are looking for value, but they are also demanding quality," said an Aldi spokesman. "This is why sales of award-winning brands like our Lacura beauty range are performing so well. Aldi's growing market share is not just being driven by our everyday low prices. Shoppers are impressed by the quality of our products. This is attracting new shoppers and keeps them coming back."
Influential website Mumsnet recently voted Lidl's Toujours Nappies "top disposable nappy". The website urged members to "Put aside any snobbery" and try the "so, so cheap" disposable range.
Arden Partners analyst Nick Bubb said the publicity surrounding the quality of Aldi and Lidl's own-label products and customer satisfaction contributed to their rise in market share.
"Any fool can sell cheap products or groceries" he said. "But you need to sell quality products that people like. If you have good value and ranges then you have a winning formula."
Aldi sales have increased 6.9% in the past three months, helping it increase its market share from 2.9% to 3.1%. Lidl sales have grown 9.1% while its market share has risen from 2.2% to 2.4% [Kantar 12w/e 23 January 2011].
Both discounters have dramatically increased the number of quality award schemes for their own-label products in a bid to generate positive publicity.
"We are entering more Best Buy types of competition, and finding that our products are often doing extremely well," said a Lidl spokeswoman. "It goes to show that high-quality products do not need to cost the earth. Offering high-quality produce and good value is what we do, which is why we carry out thorough quality testing."
Aldi said it had noticed a major rise in footfall from new customers looking to pick up the lines for which it had received awards.
"Shoppers are looking for value, but they are also demanding quality," said an Aldi spokesman. "This is why sales of award-winning brands like our Lacura beauty range are performing so well. Aldi's growing market share is not just being driven by our everyday low prices. Shoppers are impressed by the quality of our products. This is attracting new shoppers and keeps them coming back."
Influential website Mumsnet recently voted Lidl's Toujours Nappies "top disposable nappy". The website urged members to "Put aside any snobbery" and try the "so, so cheap" disposable range.
Arden Partners analyst Nick Bubb said the publicity surrounding the quality of Aldi and Lidl's own-label products and customer satisfaction contributed to their rise in market share.
"Any fool can sell cheap products or groceries" he said. "But you need to sell quality products that people like. If you have good value and ranges then you have a winning formula."
Aldi sales have increased 6.9% in the past three months, helping it increase its market share from 2.9% to 3.1%. Lidl sales have grown 9.1% while its market share has risen from 2.2% to 2.4% [Kantar 12w/e 23 January 2011].
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