How Aldi and Lidl took over the M&S heartlands: Budget supermarket chains have more than doubled their footprint in affluent areas in past five years in a bid to bag middle class shoppers
- Aldi has now replaced Morrisons as one of the ‘Big Four’ supermarkets
- Read more: List of supermarkets where food prices are rising fastest
Budget supermarket chains Aldi and Lidl have more than doubled their expansion into Britain’s middle class neighbourhoods in just five years.
The retailers have historically targeted consumers in less well-off locations, but a shift in consumer habits has seen their sales soar as middle class shoppers realise how much money they could be saving.
In 2017 more than half (54 per cent) of their new store openings were in areas classed as ‘below average affluence’ according to econcomic census data.
In the same year just 12.4 per cent of new store openings were in posher parts of the country in areas classed as above average affluence.
However, last year’s new store openings saw the chains open just 35.6 per cent located in poorer areas and those in upmarket enclaves had more than doubled to 26.7 per cent of the total.
An Aldi supermarket in Knutsford, Cheshire
A Lidl supermarket pictured in Newbury, Berkshire
Last week a list was published by Lidl detailing hundreds of desired locations in both areas of low and above average affluence.
The list included new stores in Chelsea, Kensington, Knightsbridge, Marylebone, Soho, Mayfair and Westminster.
READ MORE: The supermarket single penalty: How shopping for one leaves you out of pocket
Aldi also said it was still aiming to add sites in deprived areas.
Aldi currently has 990 stores and Lidl 960 – both are aiming for more than 1,000 by 2025.
The study by location analysts Maximise UK also shows how Aldi and Lidl are continuing to make inroads on big name rivals such as Tesco and Sainsbury’s.
Figures released earlier this week showed that, for the first time ever, Aldi now has more than 10 per cent of the grocery market making it one of the ‘Big Four’, replacing Morrisons.
Lidl, meanwhile, now has 7.6 per cent of the market and is continuing to grow.
Maximise UK CEO David Haywood said shifting towards middle-class areas would make it harder to find new sites as they encroached on the catchments of traditional supermarkets.
‘The tables clearly show how both are moving away from the traditional discount catchments.
‘The issue associated is that you face higher levels of competition and higher branch development costs. This will place pressure on the discount model and branch opening opportunity.
List of stores Lidl wants to open in London
North and West London
1. Abbots Langley
2. Angel
3. Archway
4. Barnet – East Barnet
5. Barnet – Friern Barnet
6. Barnet – High Barnet/Chipping Barnet
7. Barnet – New Barnet
8. Belsize Park
9. Brentford
10. Bushey
11. Caledonian Road
12. Camden
13. Canonbury
14. Chalk Farm
15. Charing Cross/Covent Garden
16. Chelsea
17. Chiswick
18. Clerkenwell
19. Colindale
20. Cricklewood
21. Ealing – Ealing Broadway
22. Ealing – South Ealing
23. Earl’s Court
24. Eastcote
25. Finchley – Finchley Central
26. Finchley – East Finchley
27. Finchley – North Finchley
28. Fulham
29. Golders Green/Temple Fortune
30. Hampstead
31. Hanworth
32. Harlesden/Stonebridge
33. Harrow – North Harrow
34. Harrow – South Harrow
35. Hendon
36. Highbury
37. Hillingdon
38. Holborn
39. Isleworth
40. Kensal Rise
41. Kensal Town
42. Kensington High Street
43. Kensington – South Kensington
44. Kentish Town (relocating)
45. Kenton
46. Kilburn
47. Kings Cross
48. Kingsbury/Queensbury
49. Knightsbridge
50. Marylebone
51. Mill Hill
52. Neasden
53. North Acton/Park Royal
54. Northwood
55. Notting Hill
56. Osterley
57. Paddington/Bayswater
58. Pimlico
59. Radlett
60. Rickmansworth
61. Ruislip
62. Soho /Mayfair
63. Southall (relocating)
64. Swiss Cottage
65. Uxbridge
66. Victoria/Westminster
67. Watford – Garston
68. Watford – North
69. Watford – West/Croxley Green
70. Wealdstone
71. Wembley – Wembley Central
72. Wembley – Wembley Park (relocation)
73. West Drayton
74. West Hampstead
75. West Hounslow
76. Whetstone
77. White City
78. Willesden
North and East London
1. Aldgate
2. Aveley/Purfleet
3. Barkingside
4. Bethnal Green
5. Bexley
6. Blackfen
7. Blackhorse Road
8. Bounds Green
9. Bow
10. Broadgate
11. Canning Town
12. Chingford – North
13. Chingford – South
14. Clapton
15. Cockfosters
16. Collier Row
17. Crayford
18. Crouch End
19. Dagenham – East
20. Dagenham – South
21. Dalston
22. Dartford – North
23. Debden
24. Edmonton Green (relocation)
25. Elm Park
26. Enfield
27. Finsbury Park (relocation)
28. Gallows Corner
29. Gants Hill
30. Great Cambridge Road
31. Greenwich
32. Hackney – Central
33. Haggerston
34. Highams Park
35. Highgate
36. Homerton
37. Ilford (relocation)
38. Isle of Dogs
39. Kidbrooke
40. Kingsland
41. Lea Bridge
42. Leyton
43. Leytonstone
44. Manor Park
45. Moorgate/Barbican
46. Muswell Hill
47. North Hornchurch
48. North Romford
49. Northumberland Heath
50. Palmers Green
51. Plaistow
52. Plaistow – South
53. Plumstead
54. Ponders End
55. Rainham
56. Seven Sisters
57. Shooters Hill
58. Shoreditch
59. Sidcup
60. Silvertown
61. South Tottenham
62. Southgate
63. St. Paul’s
64. Stamford Hill
65. Stoke Newington
66. Stratford
67. Tottenham
68. Upminster
69. Walthamstow – Wood Street
70. Wanstead
71. Wapping
72. West Ham
73. West Thamesmead
74. Whipps Cross
75. White Hart Lane
76. Winchmore Hill
77. Woodford
78. Woolwich Road
South London
1. Addiscombe
2. Addlestone
3. Ashtead
4. Balham
5. Banstead
6. Barnes
7. Battersea
8. Beckenham (relocation)
9. Bickley
10. Biggin Hill
11. Brockley
12. Bromley – South
13. Camberwell
14. Carshalton
15. Cheam
16. Chertsey
17. Chessington – East
18. Chessington – North
19. Chislehurst
20. Clapham Common
21. Clapham – North
22. Clapham – Old Town
23. Clapham – South
24. Cobham
25. Coulsdon
26. Deptford – High Street
27. Downham
28. Dulwich
29. Earlsfield
30. East Dulwich
31. East Sheen/Mortlake
32. Elephant & Castle
33. Elmers End
34. Esher
35. Ewell
36. Forest Hill
37. Grove Park
38. Ham/Kingston – North
39. Hampton/Hampton Hill
40. Hayes
41. Herne Hill
42. Kingston – Town Centre
43. Lee
44. Lewisham – High Street
45. Lewisham – North
46. London Bridge/Borough
47. Lower Morden
48. Molesey
49. New Cross
50. Nine Elms
51. North Bellingham
52. North Bermondsey
53. North Cheam
54. North Sheen/Kew
55. Orpington
56. Peckham – Rye Lane
57. Penge
58. Petts Wood
59. Purley
60. Raynes Park
61. Richmond – Town Centre
62. Roehampton
63. Selsdon
64. Shepperton
65. Shirley
66. South Norwood
67. Southfields
68. Staines – West
69. Streatham Hill
70. Sunbury
71. Surbiton
72. Sutton
73. Swanley
74. Sydenham (rel)
75. Tadworth
76. Teddington
77. Thames Ditton
78. Tolworth
79. Tulse Hill
80. Twickenham
81. Vauxhall
82. Walton-on-Thames
83. Wandsworth
84. Wandsworth – York Road
85. Waterloo
86. West Norwood
87. Weybridge
88. Whyteleafe/Kenley
89. Wimbledon
90. Wimbledon Chase
91. Worcester Park
Source: Read Full Article
