Shoppers turn to Aldi
SUPERMARKET Aldi has ousted Waitrose from the top of the shopper loyalty league.
Rival Lidl has also soared to third place as cash-strapped customers try to slash their weekly grocery bills.
Trade magazine The Grocer, which conducted the annual survey, said: “Low prices trumped quality this year in the list of shopper priorities.
“Shoppers raved about Aldi. As well as praising Aldi’s low prices, they also championed the balance of price and quality – the Holy Grail for economically squeezed shoppers.
“Aldi has worked on quality, so people get a pleasant surprise. Exceeding expectations keeps them coming back.”
The Grocer said financial worries had driven customers away from the big players. Waitrose scored highest for product quality but it slipped to second place overall this year as low prices rocketed to the top of the factors determining shopper loyalty.