An expert explains how great quality is allowing Aldi and Lidl to gain popularity with consumers.

Taste tests have found that many consumers prefer the off-brand copies sold in Aldi and Lidl.

Transcript

00:00 When we do the blind taste test, we often find that people love the budget ranges, you

00:06 know, the slightly suspiciously similar to Lurpak, Nordpak, you know, whether it is an

00:12 orange juice which looks very similar to an innocent orange juice. People actually, when

00:18 they don't see the packaging, are quite happy to taste them and find them fantastic. So

00:23 that is really good.

00:25 Copycat brands that are similar or sometimes considered better than what can be found in

00:29 traditional stores have been the hallmark of discount supermarkets. And this week, reporting

00:35 organisation NIQ revealed that Audi had overtaken Asda in terms of customer popularity. It's

00:42 led to traditional supermarkets price matching to stay competitive.

00:47 It's certainly possible to find products that are the same price as in the German discounters.

00:54 It's a little bit difficult. There are some kind of specificities to these price matching

01:01 and it does pay to shop around. But even if you were to just do it on taste, actually,

01:05 it turns out that Audi and Lidl are often some of the favourite own brands as well,

01:10 even beating Tesco and Asda. So I think the best thing to do is everyone's situation is

01:16 different. They don't necessarily have the best shops near them. And so try things out

01:21 a little bit, have that experiment.

01:23 The latest which survey based on 71 items found Audi to be Britain's cheapest supermarket

01:30 in March. With the ongoing pressures from the cost of living crisis, it's perhaps not

01:36 surprising that so many people are switching to discounters to save on household costs.

01:43 Compare the prices online if you can or in store. And it is difficult. We are seeing

01:50 these kind of 18% price increases in price. But it makes it even more important to shop

01:57 around and to shop smart.