Aldi boss accuses rivals of duping shoppers with loyalty prices
Aldi UK boss Giles Hurley accused rival supermarkets of duping shoppers with loyalty prices as Aldi reported group sales across the UK and Ireland rose five per cent to a record £19bn in 2025. Operating profit edged down to £432.9m as the retailer absorbed higher wage bills and continued investing in prices, stores and infrastructure.
Aldi said it has invested £340m in price cuts this year to reinforce its value credentials amid intense competition across the grocery sector. The retailer is committing £900m to its UK business in 2027, which will fund 40 new supermarkets and further spending on its distribution network as it works toward a long‑term target of 1,500 UK stores. It currently operates 1,092 stores and is preparing to open 30 new locations in the coming weeks. The Competition and Markets Authority analysed around 50,000 loyalty‑priced products across Tesco, Sainsbury’s, Waitrose, Co‑op and Morrisons and found that 92 per cent offered a genuine saving, with shoppers typically saving between 17 per cent and 25 per cent.
“However, when promotions start with unrealistically high prices and come down to prices which aren’t that competitive and dupe customers, we would view that as loyalty that isn’t supportive, that isn’t transparent and doesn’t help customers plan and budget,” Giles Hurley, Aldi UK boss said.
Aldi remains the only major UK supermarket without a loyalty scheme, and Hurley’s comments come despite a Competition and Markets Authority investigation that found little evidence of routine price inflation for loyalty discounts. The watchdog’s analysis of around 50,000 loyalty‑priced products showed 92% offered genuine savings, though it warned loyalty prices were not always the cheapest across the market.
What we know
Aldi reported group sales across the UK and Ireland rose five per cent to a record £19bn in 2025.
Aldi said it has invested £340m in price cuts this year.
Aldi is committing £900m to its UK business in 2027.
Aldi currently operates 1,092 stores and is preparing to open 30 new locations.
The Competition and Markets Authority analysed around 50,000 loyalty‑priced products and found that 92 per cent offered a genuine saving against the usual price.