Discount supermarkets such as Aldi and Lidl are increasing in popularity and better-off households are most likely to shop at them more this year.
Almost a third of shoppers say they will use discounters such as Aldi and Lidl more this year, according to an IGD ShopperVista survey.
Which? shopping expert Matt Clear said: ‘It’s no surprise to us that more shoppers seem to be turning to Aldi and Lidl, as they’re certainly popular with Which? members. In our last supermarkets survey, only Waitrose received a higher customer score than Aldi or Lidl.’
While discounters only represent a small fraction of grocery shops, they are certainly getting more popular, as our survey into the best and worst supermarkets shows. Aldi and Lidl really improved compared with previous years.
The IGD survey also found that younger shoppers aged 18 to 24 are most likely to use discount supermarkets in the coming year (39%), compared with only 26% for those aged 55 and over. And those from higher socio-economic groups with children are the most likely to use discounters more this year, compared to other groups.
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