More well off than lower income households shop at Aldi and Lidl

25 October 2017 - Janet Bird

lidl aldi supermarkets

Discount supermarkets were once seen as the place those who could not afford to shop anywhere else went to get their groceries, but no longer.

Indeed, a new survey suggests the likes of Aldi and Lidl are now more likely to be the shopping destination of choice for well off households rather than those on lower incomes.

The research, conducted by Mintel, found that 77 percent of households with an annual income of £50,000 or more have bought goods from the stores, compared to 73 percent of those on an income of less than £15,000.

Seventy-one percent of those questioned said the quality of food at Aldi and Lidl was as good as those of more expensive supermarkets and two thirds of respondents also rated their premium ranges as good as those of more upmarket rivals.

The survey findings are borne out by recently released sales figures, which show Aldi and Lidl saw around seven times the growth over the last quarter as the supermarket 'Big Four' of Tesco, Sainsbury's, Asda and Morrisons.

The struggle to compete with the discounters has led a number of supermarkets to cut jobs in recent months. Tesco and Asda have already announced hundreds of redundancies and now Sainsbury's has followed suit, revealing on October 18 that it would be shedding 2,000 posts.

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