Despite the fact that 50% of the UK population have 'discovered' the discounters, and the insight is spreading across the whole social spectrum {If in doubt, why not add to the stats by going to your nearest Lidl and noting the variety of cars in the packed car-park?}, and into the upper reaches of the product portfolio (the Norwegian smoked salmon and reindeer meat are particularly good!), the key issue is permanence rather than pre-Christmas novelty.
Penetration
In fact, ABC1s (the traditional middle classes) made up just 25 per cent of discounter shoppers in 2011.
Last year that rose to 41 per cent – Aldi is no longer the preserve of the cash-strapped student stocking up for a house party.
With a combined UK market share of 6.9% (whilst in Ireland they have reached 14.3% share of market, and growing), it is worth remembering that this was not meant to happen, in the retail-sophisticated UK market...
However, the unprecedented global financial crisis has created the right place and time for the discounters, permanently...
Think about it, the savvy consumer is now in play, with a determination not to accept anything less than demonstrable value-for-money, all hard-wired into their psyche, not to be forgotten when the economy begins to rise above flatline..
In other words, it is unlikely that the discounters will sacrifice share in the post-Christmas 'hangover'...
However, if we all stick to high-end discounter alcohol, the negative after-effects should be minimal, allowing us to look forward to optimising flat-line 2014, hand-in-hand with Lidl old Aldi...
Penetration
In fact, ABC1s (the traditional middle classes) made up just 25 per cent of discounter shoppers in 2011.
Last year that rose to 41 per cent – Aldi is no longer the preserve of the cash-strapped student stocking up for a house party.
With a combined UK market share of 6.9% (whilst in Ireland they have reached 14.3% share of market, and growing), it is worth remembering that this was not meant to happen, in the retail-sophisticated UK market...
However, the unprecedented global financial crisis has created the right place and time for the discounters, permanently...
Think about it, the savvy consumer is now in play, with a determination not to accept anything less than demonstrable value-for-money, all hard-wired into their psyche, not to be forgotten when the economy begins to rise above flatline..
In other words, it is unlikely that the discounters will sacrifice share in the post-Christmas 'hangover'...
However, if we all stick to high-end discounter alcohol, the negative after-effects should be minimal, allowing us to look forward to optimising flat-line 2014, hand-in-hand with Lidl old Aldi...
3 comments:
My daughter is an Area Manager for Aldi, so as loyal parents, formerly Waitrose and Sainsbury's shoppers, we have discovered Aldi, What a revelation! Very high quality food, drink and 'specials' that put the main-stream supermarkets to shame. And, unlike other supermarkets, all the staff know they are there to work all the time. They are better paid than other supermarket staff - but they deserve it. If you have an Aldi nearby, you have to use it. Good champagne at £9,99. What's not to like?
Many thanks, Paul
Might I suggest you check out Mickey MacConnell's Ballad to optimise Aldi (& Lidl) potential in terms of life's requisites...?
Please see http://www.kamcityblog.com/2013/12/taking-pleasure-at-aldi-lidls-irish.html
for details.
Incidentally, my favourite Aldi story goes back to when they opened a branch in a less than reputable part of Liverpool. The new shop manager was given a company car but was forbidden permission to drive it to work, for fear it would be vandalised.. He was allowed to claim for taxi fares, on condition he left the car at home...
I enjoyed the ballad, although I have to say Aldi are probably horrified to be bracketed with Lidl. Lidldialdi indeed! At least Aldidilidl.
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