Morrisons promises to match or beat Aldi and Lidl prices on 200 products – but it doesn’t mean price cutsMorrisons has announced it will match the price offered at Aldi and Lidl on hundreds of its products.
Trying to win back customers from the German challenger supermarkets, Morrisons will check its prices on selected products against the rivals twice a week.
From today, Morrisons will mark more than 200 products on its shelves as being the same price or lower as the two discount stores.
This only marks a sliver of the products on sale at the supermarket, however.
Morrisons said it selected the items in the price match guarantee as they were things shoppers buy a lot of.
Shoppers shouldn’t expect price cuts for most of the products included in the price match though, as most are already the same price as Aldi and Lidl, according to the retailer.
The supermarket chain said: “The vast majority of the products which are now Price Matched to Aldi and Lidl were already the same price, today’s announcement is about reassuring customers and helping to change perception.”
The number of customers shopping at Aldi and Lidl over traditional supermarkets has increased over the past 10 years.
A decade ago, Morrisons had 11.3 per cent of the grocery market, with the most recent data from Kantar showing it had 8.8 per cent.
Meanwhile, Aldi’s market share has risen from 4.1 per cent to 9.3 per cent over the same period, while Lidl’s has grown from 3.1 per cent to 7.5 per cent.
Morrisons’ chief customer and marketing officer Rachel Eyre said: “We want to reassure our customers that we have hundreds of products that are the same price or cheaper, with the quality they’ve come to expect from us, than those available at Aldi and Lidl which is why we have launched our new Price Match.
“We hope this new campaign will bring our quality and value into even sharper focus for our customers.”