The Future of Hard Discounters – Lessons from France and Germany
Aldi and Lidl continue to increase market share as mainstream supermarkets contract - the question is how far can they go?
Operating across a narrow product range, the hard discounters rely on enticing an ever greater proportion of mainstream shoppers into their stores to gain market share. In GB, it is only in the last five years that Aldi and Lidl have been successful in going mainstream – with 54% of shoppers from across the socioeconomic spectrum using these stores at least once a month according to IGD.
While it is impossible to accurately quantify the future growth of hard discounters in GB, there are some indications of what trajectory discounter growth might take from trends in other EU countries. To read more about what experiences in Germany, France and elsewhere could tell us about GB, click here.