Morrisons is set to introduce its own version of discounted products in an effort to compete with budget retailers Aldi and Lidl.
The supermarket chain aims to challenge its German competitors amid a fierce price war driven by the financial strain on consumers. Many households have turned to discount stores for affordable groceries, household items, and special weekly deals. Aldi and Lidl have capitalized on this trend, often being recognized as the most budget-friendly supermarkets by consumer experts.
Morrisons executives have unveiled this new strategy following a slowdown in sales during the holiday season, with the supermarket reporting losses amounting to £381 million in 2025 while maintaining steady core earnings.
Recent data shows a decline in Morrisons’ market share to 8.5% in the 12-week period leading up to December 28. Aldi surpassed Morrisons in 2022, and now Lidl appears poised to follow suit.
As supermarkets nationwide reduce prices on numerous products and shut down underperforming branches, they are compelled to reassess their business approaches to keep up with the competitive models of Aldi and Lidl.
In response, Morrisons is rolling out its discount range called “When It’s Gone, It’s Gone,” expanding it to include non-food items like toys, appliances, gardening tools, and cleaning supplies in a bid to mimic the popular middle aisles found in Aldi and Lidl stores.
Initially launched in the summer of 2024 and made available in 450 stores, the “When It’s Gone, It’s Gone” range faced challenges related to bulk buying and supplier issues, prompting a temporary halt. However, a relaunch in November led to a 10% increase in merchandise sales, as reported by the Sun.
Morrisons anticipates that this push for bargains will not only drive sales but also attract more customers to its stores, encouraging them to spend more on groceries while benefitting from discounted extras.
Chief Executive Rami Baitiéh expressed optimism about the impact of the bargain range on Morrisons, emphasizing the company’s unwavering commitment to further growth and success.