Discounter brands have seen 32% growth in 2 years. Is your brand missing out?

Two thirds of shoppers say they visit value retailers more than they used to, with 88% of us now shopping at them regularly.

According to Kantar Worldpanel, the ‘Discounters’ now hold a significant share of the FMCG market, with individual discounter growth rising by as much as 32%. Aldi, Lidl and Iceland alone hold 10.5% of the grocery category, and whilst this may be bad news for Tesco, Morrisons and other retailers, it could be an opportunity for your brand.

Two thirds of shoppers say they visit ‘Discounters’ more than they used to, with 88% of us now shopping at them regularly. No wonder then that Gillette, Wella, Pampers & Nestle amongst others have realised the seismic shift in the retail landscape.

Worried about devaluing your brand?

DECIDE. have already worked with many of these brands to develop successful integrated shopper campaigns in Lidl, Poundland, B&M and other discounter stores. From insight to concept and implementation, both online and in-store, DECIDE. have proven our understanding and knowledge of the individual retailers’ shopper decision journey.

71% of discounter shoppers are ABC1

Our insights also show that the discounters can be the primary retail touch point for some crucial demographic segments.
Don’t ‘discount’ over 10% of the market – let us help you explore the potential of this rapidly growing retail segment.

The rise of the discounters

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