Morrisons promises to match or beat Aldi and Lidl prices on 200 products – but it doesn’t mean price cuts

Morrisons employee holds basket of shopping and Aldi and Lidl price match guarantee

Morrisons has promised to price match Aldi and Lidl on 200 products

Jessica Sheldon

By Jessica Sheldon

Published: 19/02/2024

- 00:01

Morrisons’ CEO recently said they are developing plans to “reinvigorate, refresh and strengthen” the supermarket

Morrisons has announced it will match the price offered at Aldi and Lidl on hundreds of its products.

Trying to win back customers from the German challenger supermarkets, Morrisons will check its prices on selected products against the rivals twice a week.

From today, Morrisons will mark more than 200 products on its shelves as being the same price or lower as the two discount stores.

This only marks a sliver of the products on sale at the supermarket, however.

Morrisons products and new Aldi and Lidl price match guarantee sign on shelves

Morrisons will mark more than 200 products on its shelves as being the same price or lower as the two discount stores


Morrisons said it selected the items in the price match guarantee as they were things shoppers buy a lot of.

Shoppers shouldn’t expect price cuts for most of the products included in the price match though, as most are already the same price as Aldi and Lidl, according to the retailer.

The supermarket chain said: “The vast majority of the products which are now Price Matched to Aldi and Lidl were already the same price, today’s announcement is about reassuring customers and helping to change perception.”

The number of customers shopping at Aldi and Lidl over traditional supermarkets has increased over the past 10 years.

A decade ago, Morrisons had 11.3 per cent of the grocery market, with the most recent data from Kantar showing it had 8.8 per cent.

Meanwhile, Aldi’s market share has risen from 4.1 per cent to 9.3 per cent over the same period, while Lidl’s has grown from 3.1 per cent to 7.5 per cent.

Morrisons’ chief customer and marketing officer Rachel Eyre said: “We want to reassure our customers that we have hundreds of products that are the same price or cheaper, with the quality they’ve come to expect from us, than those available at Aldi and Lidl which is why we have launched our new Price Match.

“We hope this new campaign will bring our quality and value into even sharper focus for our customers.”

Morrisons shopper holds basket of products while browsing shelves and supermarket logo

Morrisons had 11.3 per cent of the grocery market a decade ago


Morrisons revealed a rise in sales last month, as the new boss of Morrisons said the firm is developing plans to "reinvigorate, refresh and strengthen" the chain.

The supermarket chain reported total revenue excluding fuel was up 2.7 per cent to £14.9billion over the year to October 29.

Rami Baitiéh, Chief Executive said: "Across the business we are listening hard to what our customers are telling us and taking action, and we are just beginning to see our customer satisfaction scores improve.

"This will be the bedrock of our next chapter."

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