Millennials Driving Success Of Discounters In The UK, Study Finds

By Steve Wynne-Jones
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Millennials Driving Success Of Discounters In The UK, Study Finds

A study has have revealed that among households in the UK in which ‘millennials’ (aged 16-35) are the main shoppers, spending in discounters such as Aldi and Lidl are more prominent.

The Nielsen Homescan study found that the ‘millennials’ demographic is most strongly represented in London and Yorkshire.

Aldi, which boasts a strong presence in the north of England, has seen a 46% increase in spending by millennials, compared to an overall increase of 19%.

Lidl has a more prominent profile in London and has seen an increase in spending by millennials of 28%, nearly twice the average rate of 15%. Asda, with its low price strategy is also seen to benefit from Millennial shoppers.

“The media, retailers and marketers tend to have a picture of millennials as London-based hipsters, shopping at wholefoods,” said Mike Watkins, Nielsen’s ‘head of retailer- and business insight’ for the UK.


“However, they’re driving growth at Asda and the discounters and have a strong presence in the north. Retailers need to look beyond labels and understand actual behaviour if they want to appeal to this crucial group more successfully.”

© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. To subscribe to ESM: The European Supermarket Magazine, click here.

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