Lidl has increased its lead in the shopping basket price war, says a new report
For the latest research shows that the German discount chain has widened the price gap when it comes to the cost to High Street shoppers of a selection of weekly grocery staples.
Trade magazine The Grocer reported that last September the discounter was found to be 13.5per cent cheaper than other supermarkets but now the lead has stretched to 17.2per cent.
The cost of a Lidl shopping basket came to almost £10 less than nearest rival Asda and a hefty £20 cheaper than upmarket Waitrose.
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The price gap is highlighted in The Grocer 33 which is a mystery weekly shopping basket survey tracking a total of 33 food and household products regularly purchased by UK shoppers at the major supermarkets.
[Lidl] offered the lowest price for 29 of the 33 items on our shopping list
The Grocer – Trade magazine
The Grocer said: "Guest retailer Lidl smashed the competition to come in 17.2per cent cheaper than its nearest rival in this week's Grocer 33 pricing survey.
"Lidl's £46.18 total was £9.59 cheaper than Asda. It offered the lowest price for 29 of the 33 items on our shopping list, 24 of them exclusively so.
"The discounter has looked to reinforce the duality of its price proposition in the last few weeks with its new 'Big on Quality, Lidl on Price’ push.
The Grocer found Lidl to be 13.5per cent cheaper than other supermarkets, in September last year
"We can't vouch for the quality but in terms of the pricing aspect it has improved its margin of victory from 13.5per cent in its previous guest appearance in September.
"Asda once again beat its traditional rivals but not by a big enough bargain to avoid having to dish out a voucher under the Asda Price Guarantee, this week worth £1.02.
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"Tesco came in third. At £57.87 it was was £11.69 more expensive than Lidl, a difference of 20.2per cent.
Lidl offered the lowest price for 29 of the 33 items on The Grocer’s shopping list 9 Superfoods that can save your life Mon, December 5, 2016
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"Its Brand Guarantee scheme had little impact. Our shopper received a 23p discount at the till but this would have been reduced to just 4p had the store stocked the Roberts Bakery bread we were looking for.
"Morrisons was also about 20per cent more expensive than Lidl, at £58.12, while Sainsbury's total of £60.04 was £13.86 more expensive than Lidl, a difference of 23.1per cent.
"Finally, Waitrose was 30.3per cent more expensive than Lidl thanks to a total of £66.24."
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