For years Lidl, Walmart, and Aldi have competed with one another for shoppers and their spending. No, not here in the United States, but in the United Kingdom. American shoppers will soon have a choice between Lidl, Walmart, and Aldi, as the former prepares to open 20 stores on the East Coast this summer. But it’s a choice U.K. shoppers have had for some time. Lidl, Walmart (under the name Asda), and Aldi are already quite familiar with one another…and shoppers in the United Kingdom are already quite familiar with them. The question is: What can U.K. shoppers tell us about the upcoming competition between Lidl, Walmart, & Asda for U.S. shoppers?

1. Lidl, Walmart, & Aldi
U.K. Survey Previews Upcoming U.S. Competition
4.17.17 - 4.19.17

2. 2
What is your one FAVORITE grocery store?
Respondents who have shopped at Lidl, Asda, and Aldi
29%
18% 17%
12%
7%
8%
6%
1%
29%
17%
14% 14%
9%
7% 7%
2%
Tesco Asda Aldi Sainsbury's Waitrose Lidl Morrisons The Co-OperaDve
Only LAA Shoppers* (n = 508)
All Shoppers (N = 736)
U.K. Agent Photos

3. 3
How LOYAL are you to your one favorite grocery store?
Respondents were asked to rate their loyalty to their “favorite” grocery store identified in the previous question. Rating were captured on a scale
from 1-5, with 5 being “completely loyal” and 1 being “not at all loyal.” “Loyalty” was defined as shopping at one and only one grocery store.
Aldi (n = 106) Lidl (n = 52) Overall (N = 736)Asda (n = 126)Tesco (n = 213)
3.47
3.38
3.50
3.39
3.38
U.K. Agent Photo

4. 4
Rank Aldi, Asda, and Lidl by how appealing you find them
Results reflect only respondents who have shopped at Aldi, Asda, and Lidl (n = 508)
Asda
22%
31%
47% 34%
36%
30%
48%
33%
19%
Aldi Lidl
#1
#2
#3 U.K. Agent Photo

5. 5
What one thing REALLY sets apart your #1 grocery store from
the other two?
Respondents were asked to specify what, more than anything else, differentiates the grocery store they ranked first in the previous question
from the other two. Responses were captured as a free-form question. Below we present the top point-of-difference for each grocer.
Why did you rank your #3 grocery store last among the three?
Respondents were asked to briefly explain why they ranked one grocery store last among the three presented. This, too, was a free form
question. We present the top theme(s) for each retailer below.
Aldi (n = 144)
Asda (n = 110)
Lidl (n =243)
Selection/brands; quality
Store environment; quality
Selection/brands; quality
“Generic low quality.”
Agent QuoteTop Criticism
“Poor quality and always looks messy.”
“Poor choice and quality.”
U.K. Agent Quotes
Aldi (n = 170)
Asda (n = 228)
Lidl (n =101)
Value (i.e., quality for price)
Selection/assortment
Value (i.e., quality for price)
“Good quality and good value.”
Agent QuoteTop Point-of-Difference
“More choice. More deals. More brands.”
“Value for the money.”
U.K. Agent Quotes

6. 6
Which grocery store - Aldi, Asda, or Lidl - is BEST on the following
dimensions? Results reflect only respondents who have shopped at all three grocery stores (n = 508)
48%
21%
30%
Best price/value
29%
50%
21%
Best convenience
9%
83%
8%
Best product selection
22%
65%
13%
Best customer service
24%
59%
18%
Best shopping experience
Aldi
Asda
Lidl
U.K. Agent Photo

7. 7
In your mind, how SIMILAR are Aldi and Lidl?
Results reflect only respondents who have shopped at both Aldi and Lidl and who answered extremely, very, or moderately similar on the previous question.
In what ways are Aldi and Lidl VERY SIMILAR?
54%
47%
43% 42% 42%
21% 20% 19% 18%
Prices e layout/m
erchandise vironm
ent/am
biance ount of goods carried
Size of stores
Signage
Custom
er service
LocaFon of stores Specific goods carried
Prices Store layout/
merchandise
Store
environment/
ambiance
Amount
of goods
carried
Size of stores Signage Customer
service
Location
of stores
Specific
goods
carried
26%
44%
26%
4%
1%
Extremely similar Very similar Moderately similar Not very similar Not at all similar

8. @FieldAgentInc | blog.fieldagent.net | marketing@fieldagent.net
MOBILE AUDITS AND RESEARCH
Put You Where the Action Is
It has never been easier for brands, retailers, and agencies to see inside
stores, to be with their products and customers practically anywhere.
Mobile audits and research are faster, simpler, and more affordable than
conventional auditing and research methods.
Be with your products and customers. Anywhere. Anytime.
LEARN MORE >