Abstract
Hard discounters account for a relatively small portion of the all-Ireland grocery market (Aldi represents 5% of the market, while Lidl holds 8%), however, they have the opportunity to maximise their market share by capitalising on the growing trading-down trend evident in today' s cash-strapped market.
With the era of prosperity and premiumisation drawing to a close and consumers from all walks of life seeking to make cutbacks, much of the stigma previously attached to the concept of value and budget has been dissolved. Consequently, hard discounters have become a viable retail alternative for a much greater slice of the population.
However, as discounters continue to grow in popularity, aggressive price-cutting tactics from other grocers, and indeed a return to greater financial stability, could mean that their success is short-lived.
Key themes of the report
- What factors are driving consumers' purchasing decisions?
- Are the media playing a role in increasing the popularity of discounters?
- What measures are discounters taking to grow their market presence?
- How are retailers such as Tesco and SuperValu responding to the threat of the discounters?
- Are discounters such as Aldi and Lidl here for the long haul, or are they just a short-term phenomenon?
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