Lidl has secured another narrow victory during a guest appearance in the Super Grocer 33.
Its £67.43 basket had a 59p edge over Aldi. And although Lidl Plus helped, knocking 27p off a pack of pork sausages, it would have won without its loyalty scheme. It sold four exclusively cheapest SKUs.
Lidl also sold the cheapest ingredients for a full English breakfast with those sausages, bacon rashers, beans, hash browns and mushrooms totalling £8.59 to Aldi’s £8.87.
Aldi (£68.02) was cheaper on two SKUs – the Cadbury Mini Rolls and peppers – but those 14p savings were too shallow to swing the result back.
Aldi and Lidl had identical prices for 24 items out of 33, but others managed to beat them on a few core items.
Asda (£73.56) stood out among the full-service supermarkets, and beat the discounters on four products including Rollback promotions on peppers, Pepsi Max and Cheestrings. It was a penny cheaper for butter, but overall Asda was 9.1% dearer than Lidl.
Price competition on strawberries means the average price of a 400g punnet is 7.6% lower than this time last year. And it was Tesco with a £1.75 Clubcard promo that sold the cheapest fruit this time. That, however, was its only exclusively cheapest line. It price-matched a further eight cheapest SKUs and its total £75.09 shop cost 11.4% more than Lidl’s.
Sainsbury’s (£76.47) also beat the discounters on fruit with a Nectar promotion delivering the cheapest raspberries. Another promo was behind the cheapest Abbot Ale, while it matched a further eight cheapest lines. It cost 13.4% more than Lidl.
Morrisons (£78.17) matched six cheapest SKUs and was 15.9% pricier.
Waitrose (£94.37) did not price-match any of our basket and cost 40% more than Lidl.
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