What do British consumers value most in their weekly shop?
Recent polling from YouGov has revealed the UK favourite supermarket – and offered valuable insights into changing consumer habits.
What is the UK favourite supermarket?
The British public has spoken…
Now, it’s official. The most popular supermarket chain in the UK is (drumroll please): Aldi!
Since Aldi has been all over the news in recent months, this probably won’t come as a surprise to many.
However, what is a little surprising is that 100% of respondents had heard of the German grocer. In comparison, only 99% had heard of Tesco, despite it having the largest market share of all UK supermarkets.
Of those polled, 81% said they liked Aldi, while only 4% disliked the brand and 14% were neutral.
Aldi also ranks in the top 10 of the UK’s most popular brands, making it the only grocer in Britain to do so. In a list dominated by beloved chocolate brands like Cadbury, Maltesers, and Kit Kat, it’s an impressive achievement.
Who shops at Aldi?
There’s no one type of person that shops at Aldi.
According to YouGov’s data, Aldi is slightly more popular with older generations, women, and Labour voters, but not by much.
It looks likely that the grocer’s popularity amongst British consumers will only continue to grow. Just last year, Aldi overtook Morrisons as the UK’s four largest supermarket, causing a major shake-up to the established “Big Four” for the first time in a long time.
Now, it’s predicted that Aldi and fellow discounter Lidl could even overtake Tesco by 2027.
Why is Aldi the UK favourite supermarket?
Given the ongoing cost-of-living crisis, it’s no surprise that Aldi is enjoying increased popularity.
Inflation has been in double figures for five months straight at the time of writing. As a result, household budgets are being stretched to their limit, and people are keen to get more for their money.
To keep competitive, supermarkets in the Big Four, including Asda, Sainsbury’s, and Tesco, have introduced price locks, strengthened loyalty offerings, and pushed their “Aldi Price Match” schemes.
Still, it looks like discount grocers will continue to enjoy being the top pick for growing numbers of consumers.
The changing grocery landscape
The top 10 most popular UK supermarket chains are:
- M&S Food
- Tesco Express
- The Co-Operative Food
What these rankings represent is a shift in consumer habits.
In reaction to these trends, we have seen an increase in requests for NAM talent with specialist discount experience.
Looking for National Account Management talent in the increasingly competitive grocery sector?
You would benefit from access to our free downloadable NAM resources, including salary guide, interview questions and job specification…
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