Morrisons is set to introduce its own version of bargain deals typically found in the “middle aisles” to compete with discount grocery chains like Aldi and Lidl.
The supermarket chain aims to challenge its German competitors as all supermarkets engage in a fierce price battle amid ongoing financial strains for consumers.
Many households have turned to discount retailers for cost-effective groceries, household items, and weekly special buys. Aldi and Lidl have capitalized on this trend, consistently ranking as the most budget-friendly options according to consumer experts. Their rotating middle aisles, featuring exclusive deals, have become popular draws, often leading to long queues and social media buzz.
Morrisons executives have unveiled this new strategy following a slowdown in sales during the Christmas season. The supermarket reported losses of £381 million for 2025, with stagnant core earnings, as noted by The Sun.
Recent data shows that Morrisons’ market share decreased to 8.5% in the 12 weeks leading up to December 28. Aldi surpassed Morrisons in 2022, and now Lidl seems poised to do the same.
This move by Morrisons coincides with widespread price reductions and store closures across UK supermarkets. Traditional retailers are being forced to reassess their approaches as Aldi and Lidl reshape consumer shopping habits.
Facing challenges such as increased wages, transportation costs, and rising energy bills, British supermarkets are under pressure to match the discount model of their competitors.
In response, Morrisons is expanding its discount range, “When It’s Gone, It’s Gone,” to mimic Aldi and Lidl’s middle aisle strategy. This range, initially launched in the summer of 2024, was reintroduced in November after addressing operational issues. Since its relaunch, merchandise sales have surged by 10%, according to The Sun.
The supermarket hopes that these bargain offerings will not only drive sales but also attract more foot traffic to its stores, encouraging customers to spend more on groceries while taking advantage of discounted non-food items.
Chief Executive Rami Baitiéh expressed optimism about this initiative, emphasizing the positive impact of the budget range on Morrisons’ performance. He affirmed the company’s commitment to continuous improvement and growth.