Nightmare for supermarkets in Great Britain he has a name and a face, and he is none other than German discounters Aldi and Lidl, to which their customers continue to flock, especially in recent times when the energy crisis and inflation have skyrocketed the cost of living. However, Aldi Britain chief executive Gilles Harley aims to secure the lowest prices in the country “no matter what”. This, of course, forces major players in the UK market, namely Tesco, Sainsbury’s, Asda and Morrisons, to further cut costs so they can keep prices under control and focus their efforts on those affected by the cost of living crisis.

“Over the Christmas period alone, our shoppers preferred to shop around £58m over Tesco and Sainsbury’s at Lidl supermarkets,” Lidl’s UK managing director told Reuters. Vasiliou, Ryan McDonnell. “And these purchases are not only about new consumers who come to us.” Discount supermarket chains were the big winners during the holiday period, attracting shoppers from all traditional groups, with Aldi and Lidl sales up 26% and 25% respectively in December.

It is worth noting that the German duo has already captured more than 16% of the British market. But analysts, academics and supermarket chain executives expect that figure to double within a decade as they spend hundreds of millions of pounds on expansion.