Consumers snub ‘big four’ supermarkets for their Christmas food shop in favour of Aldi & Lidl

The big four supermarkets continue to face pressures this Christmas as consumers look to obtain better value for money and move their Christmas food shop to stores such as Aldi and Lidl.

The research undertaken by YouGov* found that 63% of consumers confirmed they would do their Christmas food shop at Asda, Morrisons, Sainsburys or Tesco – dropping 5 per cent on 2013; while those shopping at either Aldi or Lidl rose to 12 per cent compared from 7 per cent in the previous year.

Tesco appears to be the biggest loser, seeing the highest fall in customers this Christmas and follows reports of disappointing revenues for the year.

The findings have been further enhanced by Callcredit’s new CAMEO UK segmentation tool showing how these views differ across socio-economic groups.

By using CAMEO UK Callcredit was able to categorise respondents into ten different groups ranging from ‘Business Elite’ to ‘Family Value’. 

Those most likely to move away from Tesco are:

  • The “Content Communities” are the most likely, dropping 9 per cent from 2013
  • Those “On a Budget” were next, dropping by 7 per cent
  • And finally “Family Value” shoppers dropped by 5 per cent

On average 11 per cent of the following groups will do their Christmas food shop at Aldi:

  • “Prosperous Professionals”
  • “Cash Conscious Communities”
  • “On a Budget”
  • “Family Value”

*All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2,021 adults. Fieldwork was undertaken between 15th-16th December 2014.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).