Blog: Aldi takes swipe at Big Four with new Swap and Save campaign
Hannah Abdulla | 9 January 2014
Aldi has embarked on an aggressive campaign to draw shoppers away from the UK's Big Four supermarkets.
As value continues to be a key incentive for the British shopper, most retailers have focused on price cuts and promotions over the Christmas period in order to retain their market share, in the face of the continued growth of the likes of Aldi and Lidl.
Keen not to risk its growing customer base, Aldi has developed its Swap and Save campaign, which wants to encourage customers to shop at their regular store for four weeks before trialling the discounter for the next four weeks and comparing the prices.
In its advert promoting the launch, customers highlight savings of "45% on shopping bills", mentioning both "good quaity," and "low prices".
It is hard to ignore the discount retailer's growing confidence in both its product and the ever-evolving attitudes of its consumer.
Kantar Worldpanel recently revealed over half of the UK's households were visiting either an Aldi or a Lidl, with their prices, plus recent investment in product ranges, notably fresh food, enticing consumers. The UK's Big Four - Tesco, Asda, Sainsbury's and Morrisons - plus number five retailer The Co-operative Group are losing market share.
Quality is still crucial to some shoppers - visible through Waitrose's results - consistent-for-value stores are still proving popular with both Aldi and Lidl recording double-digit increases in sales.
This is prompting the Big Four into what Conlumino's George Scott calls "abnormal discounting to regain traction." Whether it works is a topic we'll save for another day. One thing however is for sure; Aldi's bold new ad campaign shows it is kicking off 2014 with its pricing pencils well and truly sharpened.
The World Trade Organization has ruled US plans to change its rules on country-of-origin labels for meat contravene trade rules....
As "healthy" became the coin word of the century "frozen" was left out in the cold. But two major manufacturers in the US are looking to heat up the sector by claiming frozen food means healthy. ...
Some analysts might be breathing a sigh of relief at news Danone is rejecting speculation it is about to swoop for infant-formula giant Mead Johnson. ...
France has formally announced plans for voluntary nutrition labels on food, including proposals for manufacturers to have the option of using traffic-light labels....
It is an unseasonably mild and bright morning here in Paris as this year's SIAL expo gets under away. Will the mood of exhibitors match the sunnier weather?...
Nestle came under investor scrutiny last week after its sales missed analyst expectations - with China a central factor. Elsewhere, we looked at the international strategy of one of China's largest fo...
Raisio, the Finland-based food group, is to lower the sugar content of UK cereal brand Sugar Puffs - and at the same time remove the ingredient from the product's name....
- Focus: Will Danone return to growth in dairy?
- Why Nestle is relaxed about the China "drag"
- Comment: Paying the price for eating healthily
- Focus: Why French retail deals could hit suppliers
- M&A Watch: Emmi shareholders should consider sale
- SIAL 2014: Premier in talks over US manufacturing
- Danone "eyes acquisition of Mead Johnson"
- Symington's acquires Tanfield Foods
- Heinz silent over Polish factory expansion talk
- Nestle organic sales fall on Asia, Europe