Price cuts: Shoppers have switched to the discounters Aldi and Lidl in droves to make their weekly shops more affordable
Aldi has piled pressure on its rivals with another round of price cuts on fruit and vegetables.
The German discount supermarket yesterday pledged to ‘cut more prices than ever before’ in 2024. Shoppers have switched to the discounters Aldi and Lidl in droves.
Aldi overtook Morrisons to become Britain’s fourth-biggest supermarket two years ago. And it is now cutting the price of more than 50 items by an average of 7 per cent.
This covers around a quarter of its range and includes berries, tomatoes and apples.
Aldi has lost some ground in recent months, although sales have surged over the past two years.
Its slice of the market slipped from a peak of 10.2 per cent in September to 9.3 per cent in January.
Jonathan De Mello, boss of the JDM Retail Consultancy, said Aldi is ‘definitely the darling of the discount sector’ as it has ambitious plans to grow its store estate.
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