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Lidl, Walmart, & Aldi
U.K. Survey Previews Upcoming U.S. Competition
4.17.17 - 4.19.17
2
What is your one FAVORITE grocery store?
Respondents who have shopped at Lidl, Asda, and Aldi
29%	
18%	 17%	
12%	
7%	
8%...
3
How LOYAL are you to your one favorite grocery store?
Respondents were asked to rate their loyalty to their “favorite” g...
4
Rank Aldi, Asda, and Lidl by how appealing you find them
Results reflect only respondents who have shopped at Aldi, Asda...
5
What one thing REALLY sets apart your #1 grocery store from
the other two?
Respondents were asked to specify what, more ...
6
Which grocery store - Aldi, Asda, or Lidl - is BEST on the following
dimensions? Results reflect only respondents who ha...
7
In your mind, how SIMILAR are Aldi and Lidl?
Results reflect only respondents who have shopped at both Aldi and Lidl and...
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Lidl, Walmart, & Aldi: U.K. Survey Previews Upcoming U.S. Competition

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For years Lidl, Walmart, and Aldi have competed with one another for shoppers and their spending.

No, not here in the United States, but in the United Kingdom.

American shoppers will soon have a choice between Lidl, Walmart, and Aldi, as the former prepares to open 20 stores on the East Coast this summer.

But it’s a choice U.K. shoppers have had for some time. Lidl, Walmart (under the name Asda), and Aldi are already quite familiar with one another…and shoppers in the United Kingdom are already quite familiar with them.

The question is: What can U.K. shoppers tell us about the upcoming competition between Lidl, Walmart, & Asda for U.S. shoppers?

Published in: Retail
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Lidl, Walmart, & Aldi: U.K. Survey Previews Upcoming U.S. Competition

  1. 1. Lidl, Walmart, & Aldi U.K. Survey Previews Upcoming U.S. Competition 4.17.17 - 4.19.17
  2. 2. 2 What is your one FAVORITE grocery store? Respondents who have shopped at Lidl, Asda, and Aldi 29% 18% 17% 12% 7% 8% 6% 1% 29% 17% 14% 14% 9% 7% 7% 2% Tesco Asda Aldi Sainsbury's Waitrose Lidl Morrisons The Co-OperaDve Only LAA Shoppers* (n = 508) All Shoppers (N = 736) U.K. Agent Photos
  3. 3. 3 How LOYAL are you to your one favorite grocery store? Respondents were asked to rate their loyalty to their “favorite” grocery store identified in the previous question. Rating were captured on a scale from 1-5, with 5 being “completely loyal” and 1 being “not at all loyal.” “Loyalty” was defined as shopping at one and only one grocery store. Aldi (n = 106) Lidl (n = 52) Overall (N = 736)Asda (n = 126)Tesco (n = 213) 3.47 3.38 3.50 3.39 3.38 U.K. Agent Photo
  4. 4. 4 Rank Aldi, Asda, and Lidl by how appealing you find them Results reflect only respondents who have shopped at Aldi, Asda, and Lidl (n = 508) Asda 22% 31% 47% 34% 36% 30% 48% 33% 19% Aldi Lidl #1 #2 #3 U.K. Agent Photo
  5. 5. 5 What one thing REALLY sets apart your #1 grocery store from the other two? Respondents were asked to specify what, more than anything else, differentiates the grocery store they ranked first in the previous question from the other two. Responses were captured as a free-form question. Below we present the top point-of-difference for each grocer. Why did you rank your #3 grocery store last among the three? Respondents were asked to briefly explain why they ranked one grocery store last among the three presented. This, too, was a free form question. We present the top theme(s) for each retailer below. Aldi (n = 144) Asda (n = 110) Lidl (n =243) Selection/brands; quality Store environment; quality Selection/brands; quality “Generic low quality.” Agent QuoteTop Criticism “Poor quality and always looks messy.” “Poor choice and quality.” U.K. Agent Quotes Aldi (n = 170) Asda (n = 228) Lidl (n =101) Value (i.e., quality for price) Selection/assortment Value (i.e., quality for price) “Good quality and good value.” Agent QuoteTop Point-of-Difference “More choice. More deals. More brands.” “Value for the money.” U.K. Agent Quotes
  6. 6. 6 Which grocery store - Aldi, Asda, or Lidl - is BEST on the following dimensions? Results reflect only respondents who have shopped at all three grocery stores (n = 508) 48% 21% 30% Best price/value 29% 50% 21% Best convenience 9% 83% 8% Best product selection 22% 65% 13% Best customer service 24% 59% 18% Best shopping experience Aldi Asda Lidl U.K. Agent Photo
  7. 7. 7 In your mind, how SIMILAR are Aldi and Lidl? Results reflect only respondents who have shopped at both Aldi and Lidl and who answered extremely, very, or moderately similar on the previous question. In what ways are Aldi and Lidl VERY SIMILAR? 54% 47% 43% 42% 42% 21% 20% 19% 18% Prices e layout/m erchandise vironm ent/am biance ount of goods carried Size of stores Signage Custom er service LocaFon of stores Specific goods carried Prices Store layout/ merchandise Store environment/ ambiance Amount of goods carried Size of stores Signage Customer service Location of stores Specific goods carried 26% 44% 26% 4% 1% Extremely similar Very similar Moderately similar Not very similar Not at all similar
  8. 8. @FieldAgentInc | blog.fieldagent.net | marketing@fieldagent.net MOBILE AUDITS AND RESEARCH Put You Where the Action Is It has never been easier for brands, retailers, and agencies to see inside stores, to be with their products and customers practically anywhere. Mobile audits and research are faster, simpler, and more affordable than conventional auditing and research methods. Be with your products and customers. Anywhere. Anytime. LEARN MORE >

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