Middle-classes flock to Aldi and Lidl



With Mervyn King warning that the economic climate will get worse many families are planning to use discount supermarkets to help beat the squeeze.

One in three shoppers will shop at Aldi and Lidl this year, the highest level since highest level since the IGD ShopperVista poll began in 2010.

Those from higher socio-economic groups with children are the most likely to use discounters more this year at 39%, compared with 30% of lower income-earners with children, the poll found.

Among all age groups, younger shoppers aged 18 to 24 are the most likely to use discounters in the year ahead (39%), compared with 26% of those aged 55 and over.

Chief executive of food and grocery industry analysts IGD (Milan: IGD.MI - news) , Joanne Denney-Finch, said: "Events like the Jubilee weekend, Euro 2012 and the Olympics are boosting food and grocery sales, while lower inflation is helping British shoppers.

"The underlying trend, however, is still one of shoppers putting more effort into their food shopping while contending with considerable pressures on their household budgets.

"Even better-off shoppers, especially those with children, are looking to discount stores to save money as they feel the squeeze.

"While they remain a small part of the overall grocery market - representing just 4.5% - discounters have been broadening their appeal to help even higher-income shoppers to tighten their belts."

Aldi's UK managing director of buying Tony Baines said: "Sales are going from strength to strength, and we're welcoming new shoppers to Aldi every day."