Tesco has added 50 own-label lines to its Aldi price-match campaign as it ramps up its ongoing campaign to win customers back from the German discounter.
According to reporting by The Grocer, private label consultancy IPLC has revealed that the UK’s leading supermarket now has 669 products in its Aldi price-match campaign, compared to 619 at the start of the year (5 January).
All 50 new additions are from Tesco’s own-label lines, including 12 produce lines, four breakfast cereals, nine canned bean SKUs and seven pasta sauces.
The push comes just weeks after Sainsbury’s increased its Aldi Price Match offering from 233 products in December to 310, as part of its ‘biggest ever’ push on the campaign.
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“An interesting move from Tesco, probably on the back of Sainsbury’s increase and Aldi’s continuing success throughout the first few weeks of 2023,” said IPLC partner Paul Stainton.
”Tesco does not appear to be increasing the number of its value-tier brands, but continues to drop the price of its standard Tesco own label tier to match Aldi,” he added.
“It must be costing it a fair bit of margin.”
A Tesco spokesman commented: “Our Aldi Price Match range is one the key ways we’re helping customers keep down the cost of their weekly shop, giving them great everyday value on hundreds of basics.”
“Alongside Aldi Price Match, we’ve locked the price of more than a thousand household staples until Easter 2023 and we offer exclusive deals and rewards through thousands of Clubcard Prices.”
According to the latest Kantar data, Aldi has continued to see sales increase, with a 26.9% year-on-year rise in January and was the fastest growing supermarket in the four weeks to 22 January 2023. The discounter’s market share now stands at 9.2%, up from 7.8% at the start of last year.
The news comes as Aldi has been named the nation’s favourite supermarket, according to the latest polling data from YouGov.
Shoppers ranked Britain’s fastest growing supermarket ahead of other German discounter Lidl and the big four supermarkets – Tesco, Sainsbury’s, Asda and Morrisons in the study.
