Middle Classes Choose Aldi and Lidl
By Laura Elliott.
Discount chains including Aldi and Lidl have seen a boost in popularity, as consumers from better-off households claim that they are more likely to shop at these chains now than ever before. In a recent IGD ShopperVista survey, around a third of UK shoppers said that they would make use of discount chains this year.
Matt Clear, a Which? shopping expert, said that “It’s no surprise to us that more shoppers seem to be turning to Aldi and Lidl, as they’re certainly popular with Which? members. In our last supermarkets survey, only Waitrose received a higher customer score than Aldi or Lidl.”
The survey has also found that younger shoppers in the age bracket 18-24 are the consumers most likely to visit discount stores (39%), compared to only 26% for customers over the age of 55. Surprisingly, middle-class earners with children were found to be the most likely demographic to shop at discount stores this year.
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