UK shoppers have specific preferences when it comes to their favourite supermarkets. M&S was voted as the best in a recent survey, followed closely by German discounter Aldi (Waitrose, Tesco and Sainsbury’s were next). Aldi’s position is evidence of how discount retailers are reshaping consumer perceptions and the sector as a whole.
Consumers probably expect a budget supermarket to copy from more upmarket counterparts to signal quality to shoppers. We just need to look to the case of Aldi’s copycat caterpillar Cuthbert – a cheaper version of M&S’s Colin, to see that.
