Discounters is expected to maintain positive growth over the forecast period, as consumers are expected to remain price-sensitive – in the shorter-term at least. This is represented by the popularity of the giants, Lidl and Aldi, which together make up all share in the channel (bar a minimal, sub-decimal share of “others”).
Aldi has a strong focus on providing value offers to its customers. Notably, in January 2024, it was reported that the retailer cut the prices on almost 150 of its best-selling products, with a further 80 reported items added in February.
Despite the positive outlook, discounters are not set to rest on their laurels over the forecast period. Indeed, with economic recovery expected over the medium-to-longer term, discounters could lose their edge as consumer spending power improves and shoppers begin to seek premium products and indulgent shopping experiences again.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See All of Our DefinitionsThis report originates from Passport, our Discounters research and analysis database.
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