The unstoppable rise of German Aldi in Britain shows no sign of slowing

Aldi is the fourth-largest grocer in the country, gaining market share from bigger rivals as millions of Britons search for cheaper bills on their weekly shop

Twenty years ago, many British shoppers hadn’t even heard of German discounter Aldi. 

Fast forward to today and the chain is the fourth-largest grocer in the country, gaining market share from bigger rivals as millions of Britons search for cheaper bills on their weekly shop.

It’s a repeat of the aftermath of the financial crisis when Aldi and its fellow German discounter Lidl stole shoppers from the likes of Tesco Plc and J Sainsbury Plc. This time, the British stalwarts have learned their lesson, bringing out more own-brand ranges and launching price matching campaigns against Aldi. The fight to maintain shopper loyalty