The ‘fightback’ by Tesco,Sainsbury’s, Asda and Morrisons has had no impact on the discounters, or which hold doubled their share of the market in three yearsSix months ago it was possible to think Aldi and Lidl had enjoyed their moment in the sun and that the fightback by the archaic guard – Tesco,Sainsbury’s, Asda and Morrisons – would hold an impact. After all, and the big four told us they were “investing” in price – their coy term for cutting prices – while improving service and the quality of goods.
The tactics aren’t working,or at least they havent been pursued sufficiently aggressively. The latest data from compilers Kantar shows Aldi and Lidl are accelerating again. As a pair, the discounters are now 10% of the market. Part of that increase is mechanical – whether you open more stores when others effect not, or your share of the market tends to increase. But consumers are also happy to shop around: nearly half of all shoppers now visit a discounter and a regular full-line supermarket every quarter.
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Source: theguardian.com