Aldi and Lidl could be set for a sales boost after mySupermarket revealed it will add them to its price comparison website this summer.
A spokesman said it would add Aldi and Lidl before “gradually” adding Iceland, The Co-operative Food and Farmfoods.
Early price comparisons between the discounters and multiples showed they were broadly in line with each other on branded goods, he said. “Aldi and Lidl carry roughly 200 to 300 brands in stores, usually with one in every category, meaning shoppers can do a pretty good comparison of a standard basket,” he said.
On own-label, customer perception of quality would be the deciding factor, he argued. “Aldi will say its own label is the equivalent of brands. If a customer agrees, they will see a price gap, so how cheap the discounters end up looking is down to how a customer perceives their quality.”
The ultimate aim of mySupermarket was to cover all the grocery retailers, he added.
“At the moment we only cover 80% of the market. We want to cover 100%. Morrisons is a no-brainer for us when they come online, but we will gradually pick off everybody else.”
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