Shoppers are flocking to Aldi ‘in droves’ as the supermarket chain is keeping prices low despite the cost of living crisis.
The discount giant recently overtook Morrison’s to become Britain’s fourth-biggest supermarket in terms of market share, according to research company Kantar.
They chalk it down to their efforts to offer the ‘lowest grocery prices’ despite a nosedive in company profits. It won’t be clear until this year’s figures are released whether the company has sacrificed profit by squeezing margins, as bosses claim, or increased it by winning over hard-up shoppers.
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