Lidl may have had the more impressive Kantar figures this week, but it was rival Aldi that won the battle of the discounters in our latest super Grocer 33.
Aldi’s sales were up just 1.8% for the 12 weeks to 29 September, compared with Lidl’s 8.8% growth – but by undercutting Lidl by just 21p it claimed its second victory in a row for when we put them head-to-head.
Aldi came in at £45.13, having offered the lowest price for 28 items. With the discounters seemingly matching each other product for product, Aldi was cheaper than Lidl by a penny on the red grapefruit, while a promotion on the red onions meant it was 20p cheaper on those.
The last time we included both discounters was in July, when a raft of Clubcard Prices deals helped Tesco narrow the price gap to just 6.1%. Tesco was again third this time out, but came in £6.48 more expensive than Aldi at £51.61. This was a difference of 12.6%.
There was little to be gained by Clubcard holders this time out as members of the loyalty scheme saved just 18p. Tesco was, however, exclusively cheapest for the celery, kale and Kellogg’s Crunchy Nut.
Asda was exclusively cheapest for the bourbon biscuits as it came in just 2p more expensive than Tesco at £51.63.
As with Tesco, there was little benefit for Sainsbury’s loyalty members. Nectar Prices deals cut Sainsbury’s overall total by 98p to £53.65. This saw it come in £8.52 more expensive than Aldi, a difference of 15.9%. It was exclusively cheapest for the Swizzels Drumstick Squashies.
Morrisons was 17.6% more expensive than Aldi at £54.78. The biggest outlier, however, was upmarket retailer Waitrose. Its £67.45 total was almost exactly a third (33.1%) more expensive than Aldi. Its only price match was on the spaghetti.
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