March 3rd 2024.
Let's meet in the middle aisle! It used to be that M&S and Waitrose were the go-to places for the middle class, but things have changed. With the ongoing cost of living crisis, even the well-off are now shopping like the rest of us. Tax hikes and food inflation are hitting hard, and so it's no wonder that more and more consumers are feeling the pinch. As a result, the middle class is turning to discount retailers like Aldi and Lidl, taking advantage of the amazing deals found in the famous middle aisle.
According to recent data from market research group Kantar, these upscale shoppers are now the biggest fans of bargain retail in the country. In fact, over half of the spending at Aldi and Lidl comes from the 'ABC1' social group, which includes white-collar workers such as teachers, doctors, and managers. And it's not just any products that are flying off the shelves - frozen food, fresh fruits, and vegetables at unbeatable prices are among the top favorites.
It's not surprising that this trend is catching on. After all, back in January of 2024, Which? named Aldi as the cheapest UK supermarket, with Lidl coming in close second. More recent analysis from the consumer watchdog found that on average, Tesco shoppers pay a whopping £20 more for their goods compared to Aldi customers. Just take a look at the latest Which? results to see for yourself:
Aldi, £129.24
Lidl, £132.37
Asda, £145.75
Tesco, £149.11
Sainsbury's, £153.50
Morrisons, £156.05
Ocado, £157.15
Waitrose, £170.44
But there's always room for improvement. Which? is now calling on leading supermarket brands to be more transparent about their pricing. This comes in the midst of a crackdown on clubcard and loyalty schemes, which could bring about major changes in the UK later this year.
Sue Davies, a spokesperson for Which?, emphasized the impact that supermarkets can have on communities in need. She stated, "Supermarkets can make a real difference in the communities that need it most. That's why we're calling on them to ensure everyone has easy access to budget food ranges that promote healthy choices, to make it easy for customers to compare prices and get the best value, and to target promotions at supporting those who need it most."
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