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Insider View: September 2014

Insider View: September 2014

With 28% of our 123 norms being topped by either Aldi or Lidl the trend appears to be continuing with 3 new category maximums provided by the discounters this month.

September has been a particularly rocky month for British retailers with Tesco taking a major battering, insider trading scandals at Morrison’s and more disappointing results from Sainsbury culminating in fundamental questions being asked about the future of the supermarket. Clearly the answer is not that simple, as growth recorded by Waitrose brought their market share up to 5.1% and Aldi and Lidl both continue their run of strong sales. This month’s Discounter Week again demonstrates the high scores that are awarded to Aldi and Lidl products, with 11 out of the 12 beating the norm. There were many products that were deemed “a good alternative to other brands”, offering quality at very competitive prices and prompting higher than average expected purchase frequency. For example Breakfast Biscuits Fruit & Fibre from Aldi which scored on a par with Kellogg’s and Belvita on pre and post trial measures and Everyday Essentials Spaghetti Hoops, “great for kids” and priced at just 16p. Lidl was just as successful with premium products such as Baresa Olives Stuffed with Almonds beating deli competitors from Tesco and two new category maximums – Spring Fresh Yogurt Drink and Gelatelli Mini Mix -both of which left testers wondering why they would want to pay more for a branded competitor.

Watch out for the latest news from our Shopper Behaviour Survey which confirms the fact that consumers are increasingly shopping around. Contact Ann Moore on 01223 492050 for details – we offer great deals to new subscribers.


  • A logical extension of the Nando’s brand – Coat ‘n’ Cook Peri Peri Chicken – Lemon and Herb – “excellent value” at £1. (Review 140942)
  • Chunky Broad Bean & Quinoa Bites, very novel but a step too far for most consumers. (Review 140943)
  • Expensive but a good strength of flavour and an ideal gift – the consumer verdict on We are Tea from Tea Retail Ltd. (Review 140912)
  • 77% rated Kellogg’s new Crunchy Nut Glorious Oat Granola ‘better than what’s out there’ (Review 140925)
  • Morrison’s offers a sweet twist on classic peanut butter with their Crunchy Honey Roast – expected to be a hit for kids (Review 140935)

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