By Thomas Hobbs

Although admitting that brand prices in the discounters are, on average, 5% lower than the big four supermarkets, because they rarely put products on promotion or discount, the eventual price is potentially higher.

Kantar also found that there’s a 50/50 chance of a purchase in a discounter, making the discounters more likely to result in an incremental sale.

In an assessment of the performance of over 350 branded products sold at Aldi and Lidl, it found that for 60% of shoppers it was the first time that year they had bought the brand in question.

“It’s important to remember that the discounters pride Read full story ›

Source: Marketing Week