A shopper who switched from Sainsbury's to Lidl to save money on her food shop ended up spending more than she had been at her previous supermarket. After a full month of shopping at the budget retailer, she discovered her bills had risen rather than fallen.
Why Lidl was chosen
With the cost of living remaining stubbornly high and food prices continuing to rise, the shopper set out to compare supermarkets to find the best value. She had long been a loyal customer of one of the big four, but found Sainsbury's prices rising faster than she could keep up with.
She turned her attention to budget retailers Aldi and Lidl to see whether she could cut her food bills, ultimately choosing Lidl after discovering their own-brand products were surprisingly tasty. She downloaded the Lidl Plus App, which promised substantial savings and free grocery items, and believed she could save hundreds of pounds annually by switching.
The Lidl Plus App effect
Lidl is renowned for its affordable groceries, keeping prices low by maintaining a straightforward product range. This means less time choosing between competing items, which also helps to speed up the weekly shop. The shopper had always been a fan of their bakery but had never done her entire weekly shop there, so she decided to put it to the test to check the freshness of their produce and the potential savings on offer.
The Lidl Plus App delivered immediate savings, along with free bakery items such as doughnuts and rolls. These deals and discounts grew more generous the more she spent in the store. However, the lure of free grocery and bakery items meant she was making unnecessary trips to Lidl when she didn't really need to shop.
The Middle of Lidl trap
While collecting her free items, she was also browsing the supermarket, and more often than not, she would end up spending at least £10. On top of this, the famous middle aisles, also known as the Middle of Lidl, caught her out on several occasions.
The Middle of Lidl products change regularly, and it is an area of the store where you can find everything from blenders to saucepans to DIY supplies. On one occasion, she went in for a straightforward food shop and walked out having spent £109, after picking up a number of kitchen items in the middle aisles.
While it was far from essential, she was aware that products in these aisles sell out quickly and sometimes never come back, so she decided to buy them. Ultimately, she ended up avoiding those aisles altogether, as she was spending more than usual.
Real savings for the disciplined
For those not tempted by the middle aisle, there are real savings to be had at Lidl. The shopper had been used to paying at least £2.30 for a punnet of grapes, yet at Lidl they were priced at around £1.09. Some weeks she could even pick them up for under £1 thanks to the Lidl Plus App.
While she hasn't abandoned Lidl entirely, she now bypasses the middle aisles and focuses on the groceries she actually needs, and finds the overall shopping experience enjoyable.
