A new study by retail and shopper marketing agency Savvy has revealed that more than half of UK shoppers have visited an Aldi (55%) and Lidl (53%) in the past three months, an indication of how the discounters are now very much part of the mass market.
According to the survey of 1,000 household shopping decision makers, even those in the affluent AB demographic are regular shoppers at Aldi, with 56% of this cohort visiting the discounter in the past three months.
In addition, 42% of UK shoppers say they prefer the shopping experience and Aldi and Lidl compared to larger supermarkets, while 67% say that the discounters' own label products are as good as leading brands.
