New data from The Insights Family has found that Aldi has overtaken Asda in the last year to become the second favourite supermarket among UK parents.
Parents Insights – which is the UK’s largest ongoing tracker on UK families’ attitudes, behaviour and consumption by surveying more than 10,000 UK parents every year – has seen that Aldi’s popularity in Q1 2023 has increased by +27% since Q1 2022.
This means it has now overtaken Asda as the second favourite supermarket among parents of kids, tweens and teens (1-16 year olds) in the UK.
In addition, Aldi is closing in on Tesco’s reign as the go-to supermarket for UK families, with just 7% more UK families reporting to choose Tesco over Aldi in Q1 of this year. However, this gap has reduced by -40% since the start of 2022 as Aldi’s popularity has grown significantly.
According to Parents Insights UK, the top three concerns for UK families currently are all financially related, be it living costs (21%), money (14%) and the economy (6.2%), with this growing by +10% in the last year.
Notably in Q1 2023, UK parents that reported Aldi to be their favourite supermarket chain over-indexed on all three of these concerns compared to the average household, indicating that its low-cost approach to grocery retail was winning over their hearts against long-standing brands like ASDA.
This low-cost approach is what seems to be driving Aldi’s favourability among UK families, with 1 in 4 parents saying it is their favourite supermarket chain and a growth of +3% since January this year. Just under 1 in 3 parents lean towards Tesco, but its favourability has seen a -11% decline since January.
“Our data tracks all elements of the kids, teens, parents, and family ecosystems, and it is fair to say that we are seeing the rise of challenging brands across the board – who are appealing more and more to the next generation of parents,” commented Rachel Bardill, svp marketing and partnerships at The Insights Family. “Aldi’s performance over the last two years has been extremely strong, with more and more UK parents favouring that brand – which is a powerful sentiment to the attitudes of British parents.
“It further demonstrates why organisations need to be putting kids, teens, parents and families at the heart of everything they do, as failure to do so can be significant.”
The Insights Family’s latest complementary report is entitled ‘Mino Ceos, Maximum Impact: Let us introduce the fastest growing opportunity for your organisation’. It highlights the state of play for kids and families in the UK. You can get a free copy by clicking here.
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