Aldi named most popular own-brand supermarket for parents

Aldi has been named the most popular supermarket for less expensive own brand products for UK parents, Britsuperstore research has revealed.

The online supermarket analysed Mumsnet data, which showed that over 51% of Mumsnet comments referenced Aldi as the most “closely guarded secret” supermarket buys.

Additionally, the study also revealed that alcohol was the most popular type of own brand food and drink Britons like to save money on.

READ MORE: Aldi becomes first retailer to launch doggy ice cream

Around 11% of mentions on the Mumsnet forum referenced own brand beer, wine and spirits.

Following Aldi’s popularity, was Lidl with 23.57% users referencing the discounter. At third and fourth place were Sainsbury’s and Tesco with 11.78% and 9.76% of the share of comments.

Tied at the bottom two places was Iceland and Asda, both having 4.04% each.

In terms of products referenced on Mumsnet, the most popular was alcohol with 10.98% of mentions, followed by Bakery at 10.39& and Dairy at 9.8%.

Lagging at fourth and fifth were Chocolate, sweets, snacks condiment/dips with 9.61% and 7.84%, respectively.

The news comes after, NielsenIQ’s data in April revealed that shoppers have turned away from branded FMCG products as sales dropped 5.1% in March compared with the same period last year.

The data also revealed the share of sales for FMCG private label products has risen from 52.4% last year to 53.2% this year.

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