Discount Supermarkets More Expensive Than Big Four

Mon, 15 Dec 2008
 
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British shoppers’ perception of discount supermarkets could change following new research which reveals that shopping at the major supermarket chains is cheaper than at discounters such as Aldi and Lidl.

Research carried out by ESA for Trade magazine The Grocer compared the prices of 33 products at discounters Aldi, Lidl and Netto with larger retailers Tesco, Asda, Sainsburys and Morrisons for 10 weeks.

It found that Aldi was surprisingly the most expensive place to shop, with the 33 basic items costing £30.76 - £11.66 more than the cheapest supermarket Asda and £4.99 more than its nearest rival Netto.

Asda's basket was priced at £19.10, followed by Tesco at £20.85, Sainsbury's (£21.76) and Morrisons (£24.92). In comparison, Lidl was found to be the cheapest discounter at £25.30.

Trade magazine said that overall, shopping at a discounter could be up to 61 per cent more expensive than sticking to a budget range at any one of the ‘big four’ supermarket chains.

Aldi managing director Paul Foley responded to the findings by claiming the discounter's products were the "equivalent of finest own-label brands" from the big four.

Adam Donaldson, chief executive of market research company ESA, commented: "These findings are really significant given consumers' perception that discounters are less expensive."

"The question for consumers now becomes one of value. Consumers must decide whether they can obtain the same or better levels of quality at Tesco or Asda as the discounters," he added.

"If the answer is yes, the shift in shoppers to the discounters could easily reverse."

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