counters are now attracting shoppers well beyond their traditional target markets, according to a new study by retail marketing firm Savvy Marketing.The research reveals how 53% of affluent middle class shoppers now go to Aldi while 51% shop at Lidl stores.
Skilled working class shoppers are most likely to regularly use discounters – 62% now visit both retailers.
This is followed by middle class shoppers (53% Aldi, 51% Lidl).
However, those in the 64–74 age group are the least likely to go to the discounters with 44% visiting Aldi and 45% frequenting Lidl.
Meanwhile, 52% of UK shoppers visited an Aldi store in the past six months while its rival Lidl received 49% of shoppers.
Overall, nearly one-fifth of all UK shoppers visit one of the discounters at least every two weeks.
The study confirms how increased focus on product quality and slicker communication has paid off for the discount retailers.
“A combination of new store openings, changes in shopper’s perceptions and the downturn have helped discounters to enjoy significant market share gains,” said Alastair Lockhart, head of insight at Savvy Marketing.
“Shoppers are interested in seeking out new ways to save money.”
As a result, loyalty has fallen into decline and the discounters are emerging as winners, he explained.
The report highlights how savvy shopping is now not confined to any particular group of shoppers.
Families across all income levels are benefiting from selective use of discounters to save money, said Lockhart.
“New store opening plans will ensure more shoppers have convenient access to outlets, advertising is working well and quality perceptions continue to improve.”
