European discounters (Aldi and Lidl) have been stealing
a march on all the multiples, from the big-hitting Tesco,
to the ‘low cost’ Asda, aggressively enticing shoppers in
through their doors with lower prices and basket-beating
deals. And with the positive perception of their brands rising
– Aldi and Lidl were recently named the UK’s top brands1
they’ve even managed to challenge the shopping habits of
premium customers at Sainsbury’s and Waitrose.
Our approach at Newton allows us to ‘myth-bust’, to challenge some
of the assumptions and to join the conversation on ways the multiples can
‘beat’ the discounters. This paper is by no means a complete and final answer
to how the likes of Tesco, Sainsbury’s and Asda can win back market share
from Lidl and Aldi. It’s designed to share our first-hand experiences,
research and primary investigations, and to ignite debate.