Thursday, 23 October 2008

ALDI in the Limey-light

The UK media are obsessed with the credit crunch and the resulting recession. Not a day goes by without an article in the papers whereby a bright young journalist has to manage on five quid a week, or a Yummy-Mummy type has to to without shopping (except for absolute essentials) for a year. Yesterday, I even saw an article on "how to be a Recessionista" - whatever that may be.

One result of this, I am convinced, is going to be Aldi and Lidl really taking hold of the UK grocery market. For years, UK consumers have turned their noses up at the drab German discounters in favour of the twee Tescos and Waitroses with their lush advertising campaigns, over-packed fruit and vegetables and their "twenty different kinds of shopping trolley to make your life easier".

Well, the figures are beginning to speak for themselves. Last month, sales at Aldi and Lidl grew by 14%, while Tesco's growth slowed to 3.5%. And Tesco have even introduced their own "discount brands" such as Daisy washing-up liquid. A case of imitation being the sincerest form of flattery?

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