Sainsbury’s escalates Aldi price war in bid to keep cash-strapped shoppers

Chief Executive Simon Roberts has a long-term plan focused on value as he seeks to change buyers’ perceptions that Sainsbury’s is more expensive than some rivals.

Last month she pledged to invest more than £500million in lower prices to help shoppers deal with inflation as they grow “worried” about their finances.

Tesco, meanwhile, expanded its Aldi price matching campaign to 650 products in April. However, some items have reportedly been removed in recent weeks to raise some prices as costs rise and supplier demand squeezes margins.

Lidl was the cheapest supermarket in May for the sixth straight year, according to which?, closely followed by Aldi.

A basket of 18 items cost £23.55 and £24.6 respectively at discounters, while the same basket at Waitrose – the most expensive supermarket – was £31.85. Analysts and insiders predict that crowded households will increasingly turn to discounters, whose market share data has been growing since December.

Lidl reached a new market share high of 6.9 percent in May, while Aldi achieved another record with 9 percent. Sainsbury’s escalates Aldi price war in bid to keep cash-strapped shoppers

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