A tail of two budgets

Recently Aldi announced that they are heading upmarket, and will be offering, among other things, two lobster tails for just £9.98 (compared to £13.98 at Waitrose). Journalist Amanda Cable and French chef Jean- Christophe Novelli had a blind tasting session to put both brands Aldi and Waitrose to the test.

The results showed Aldi was the overall winner. Novelli said “I can’t stop raving about the quality of some of these budget offerings. You could serve these at any table in the country and your guests would never know they are sampling a budget product.”

In phase two of Future of Britain, we asked our respondents to take a picture of their fridge and tell us about the kind of brands they buy.

The majority of consumers (80%) have changed their shopping habits in response to pressures on their household budgets. Looking for bargains and offers still remains very important and consumers expect to continue to buy more value and own-label foods while cutting back on brands. A recent report from nVision: Future Foundation states that half of UK consumers claim to be less brand loyal than they used to be.

Source: http://www.dailymail.co.uk/femail/article-2444912/Aldi-beats-Waitrose-discount-supermarket-plans-sell-fresh-lobster.html


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