Morrisons Battles Aldi and Lidl with New Price Match Scheme
Morrisons has thrown its hat in the ring to take on budget giants Aldi and Lidl. From Monday, February 19, the supermarket will slap price match labels on over 200 products, promising prices that match or beat those discount rivals.
Price Match, But Not Price Cuts
Don’t expect a full-scale price drop. Morrisons says most labelled items already had prices close to Aldi and Lidl’s. The new labels are more about letting shoppers know they’re getting a deal and shifting perceptions.
Focused on Popular Products
- The price match applies to a select range of everyday favourites.
- Prices will be checked twice weekly against Aldi and Lidl’s offers.
Rachel Eyre, Morrisons’ Chief Customer and Marketing Officer, said: “We want to reassure our customers that we have hundreds of products that are the same price or cheaper, with the quality they’ve come to expect from us, than those available at Aldi and Lidl.”
Morrisons Fighting Back as Aldi and Lidl Soar
Morrisons is battling to win back shoppers who have been lured away by Aldi and Lidl’s low prices. A decade ago, Morrisons held 11.3% of the UK grocery market. Now, it’s down to 8.8%, according to Kantar data.
In contrast, Aldi’s share has shot up from 4.1% to 9.3%, while Lidl’s jumped from 3.1% to 7.5%. Morrisons’ new price match scheme signals it’s gearing up for a tough fight to keep its place on British shopping lists.
