Lidl throws down gauntlet to rivals

Lidl throws down gauntlet to rivals

Research suggests a strong performance by Lidl has put its competitors on the back foot

Research suggests a strong performance by Lidl has put its competitors on the back foot

First published in National News © by

The supermarket price war is set to intensify after a study found discount store Lidl was almost a third cheaper than the major chains.

The German low cost business was included in The Grocer magazine's weekly price survey for the first time, which found that it sold a basket of common groceries for 29% cheaper than Tesco.

Lidl also scored 78 out of 100 for customer service at its High Wycombe store in Buckinghamshire, just one point behind the week's winner, the Tesco Extra in Streatham, South London.

It came level with Waitrose and beat Asda, Morrisons and Sainsbury's.

A weekly shop at Lidl cost £49.23, compared with £57.83 at Morrisons, £59.95 at Asda, £63.73 at Tesco, £64.50 at Sainsbury's and £71.84 at Waitrose.

Only three Lidl products could be found cheaper elsewhere - cauliflower at Asda and Chicago Town pizza and Laughing Cow cheese at Morrisons.

Both Lidl and fellow German discounter Aldi made record sales as price competition in the sector weighed heaviest on the country's big four players, according to figures released last month.

Lidl saw its sales leap 19.5%, which kept the firm's market share at its record level of 3.6%, Kantar Worldpanel reported.

Sales at Aldi rocketed 32% over the year taking its market share to a record 4.8%, just behind upmarket Waitrose.

This week Waitrose became the latest store to offer four pints of milk for £1, the same as Tesco, Sainsbury's and Asda and only slightly more than Lidl and Aldi who both charge 95p.

Meanwhile, figures released today show supermarket price wars continued to keep a lid on food and non-alcoholic beverages, which saw a third month in a row of flat or negative inflation - the longest period in nearly a decade.

The Grocer news editor Ronan Hegarty said: "It's not a huge surprise Lidl is cheaper but the interesting thing is they are ranking highly for customer service.

"The big chains now have to up their game.

"The days of Tesco having 30% plus of market share are long gone. There is too much competition."

Comments (6)

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12:05pm Tue 19 Aug 14

cosmick says...

Where is their meat reared., is it killed in a kind way?
Where is their meat reared., is it killed in a kind way? cosmick
  • Score: -2

12:44pm Tue 19 Aug 14

whatone says...

Maybe cheaper but the veg has more often than not seen better days and the meat is a bit ropey.

You get what you pay for!
Maybe cheaper but the veg has more often than not seen better days and the meat is a bit ropey. You get what you pay for! whatone
  • Score: -1

1:06pm Tue 19 Aug 14

the wizard says...

Their meat and in particular their beef has its source labelled, and their veg is as good and as fresh as it gets, which is why the counters are often stripped at weekends and bank holidays especially.
I have shopped at the LIDL Witney store since is opened and have never had a cause for complaint. My only gripe is that recently the manager, Ali, was rotated with his Bicester store counterpart, but that often happens in retail.
The staff at Witney have always been on top of customer relations. You have to remember, Lidl is German owned, they don't eat, drink or tolerate food or goods that are not up to standard. They are taking customers off of the lack lustre Sainsburys store by the week, but then again, why pay for staff like Sainsburys stood around in the aisles talking, the customer pays for that, and that is one place where savings are made. Lidl is a prime example of a EC company, with stores in 24 EC countries, is it little wonder Sainsburys etc find it difficult to compete, with the massive purchasing power that the likes of Lidl and Aldi have. Typical British attitude of not embracing Europe. Must do better. Bigger stores are not always better, best to stick to your core activity, grocery, and just run offers as opposed to trying to beat the High St at its own game.
Their meat and in particular their beef has its source labelled, and their veg is as good and as fresh as it gets, which is why the counters are often stripped at weekends and bank holidays especially. I have shopped at the LIDL Witney store since is opened and have never had a cause for complaint. My only gripe is that recently the manager, Ali, was rotated with his Bicester store counterpart, but that often happens in retail. The staff at Witney have always been on top of customer relations. You have to remember, Lidl is German owned, they don't eat, drink or tolerate food or goods that are not up to standard. They are taking customers off of the lack lustre Sainsburys store by the week, but then again, why pay for staff like Sainsburys stood around in the aisles talking, the customer pays for that, and that is one place where savings are made. Lidl is a prime example of a EC company, with stores in 24 EC countries, is it little wonder Sainsburys etc find it difficult to compete, with the massive purchasing power that the likes of Lidl and Aldi have. Typical British attitude of not embracing Europe. Must do better. Bigger stores are not always better, best to stick to your core activity, grocery, and just run offers as opposed to trying to beat the High St at its own game. the wizard
  • Score: 3

2:14pm Tue 19 Aug 14

BtreeDoorMen says...

It is utterly pointless to argue that Lidl or Aldi are 'cheaper alternatives' to the main stores ... these are replacement options.

There is no compromise on quality, packaging nor sourcing of their produce.

people find it hard to stmoach being ripped off by 'the big four' for so long, so the cultural shift will take a while to sift down to those who are not 'in the know'.

Example: if their m,ilk was any less quality, why has everyone sles suddenyl followe suit and dropped their price to a more reaosnable level?!

SHOCKER - you were being ripped off all along.

This makes me smile but will not be dragging me back in to paying £4 for strawberries for example (tesco / sains) when I can buy perfectly good ones from Lidl, Essex grown and packaged, for just £2, same size.
It is utterly pointless to argue that Lidl or Aldi are 'cheaper alternatives' to the main stores ... these are replacement options. There is no compromise on quality, packaging nor sourcing of their produce. people find it hard to stmoach being ripped off by 'the big four' for so long, so the cultural shift will take a while to sift down to those who are not 'in the know'. Example: if their m,ilk was any less quality, why has everyone sles suddenyl followe suit and dropped their price to a more reaosnable level?! SHOCKER - you were being ripped off all along. This makes me smile but will not be dragging me back in to paying £4 for strawberries for example (tesco / sains) when I can buy perfectly good ones from Lidl, Essex grown and packaged, for just £2, same size. BtreeDoorMen
  • Score: 1

9:28pm Tue 19 Aug 14

BIGTONE says...

Some of the stuff is minging cast offs from Germany.
Try the tea bags. Taste like Mo Farah's socks.
Some of the stuff is minging cast offs from Germany. Try the tea bags. Taste like Mo Farah's socks. BIGTONE
  • Score: 0

6:30am Wed 20 Aug 14

the wizard says...

PG tips are PG tips and come from exactly the same place as the PG tips bought in other supermarkets. As for Mo Farah's socks , well why not buy them direct from Mo Farah if you like them so much.
PG tips are PG tips and come from exactly the same place as the PG tips bought in other supermarkets. As for Mo Farah's socks , well why not buy them direct from Mo Farah if you like them so much. the wizard
  • Score: 0
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