Morrisons is set to introduce its own version of “middle aisle” discounts to compete with budget rivals Aldi and Lidl.
The supermarket chain aims to challenge its German competitors as grocery stores engage in a fierce price war amidst the ongoing financial strain on consumers. Many households have turned to discount retailers for more affordable groceries, household items, and weekly special buys. Aldi and Lidl have seen a surge in popularity due to their competitive pricing, often being ranked as the cheapest supermarkets by consumer experts at Which? magazine. Their ever-changing middle aisles have become a key attraction, drawing long queues outside the stores and sparking social media trends.
Morrisons executives have revealed this new strategy following a slowdown in sales over the Christmas period, with the supermarket reporting losses of £381 million for 2025 while maintaining flat core earnings, according to reports from The Sun. Recent data shows that Morrisons’ market share declined to 8.5% in the 12 weeks leading up to December 28, with Aldi surpassing Morrisons in 2022 and Lidl expected to follow suit.
As supermarkets nationwide slash prices on numerous everyday items and close underperforming stores, they are forced to reassess their approaches in response to Aldi and Lidl’s influence on consumer shopping habits.
Traditional British supermarkets are feeling the pressure as they strive to match the discounters’ cost-effective business model while grappling with increased labor costs, transportation expenses, and energy bills.
In a bid to regain ground, Morrisons is expanding its discount range, “When It’s Gone, It’s Gone,” and aims to replicate Aldi and Lidl’s middle aisles featuring exclusive deals on non-food items like toys, appliances, gardening tools, and cleaning supplies.
The “When It’s Gone, It’s Gone” range was initially launched in the summer of 2024 across 450 stores but faced challenges related to bulk buying and supplier issues, prompting a temporary halt. The range was reintroduced in November and has since seen a 10% increase in sales, as reported by The Sun.
Morrisons anticipates that this value-driven strategy will not only drive sales but also attract more foot traffic to its stores, encouraging customers to spend more on groceries while taking advantage of discounted additional items.
Chief Executive Rami Baitiéh expressed optimism about Morrisons’ outlook, crediting the impact of the discount range on the supermarket’s performance. He emphasized the company’s determination to strive for further improvement, stating, “This marks an encouraging period for Morrisons, but we are not satisfied, and we will not be satisfied. This is our mindset.”
