Morrisons is set to introduce its own version of bargain deals typically found in the “middle aisles” of supermarkets to compete with discount rivals like Aldi and Lidl.
The supermarket chain aims to challenge its German competitors in the midst of a fierce price war caused by the strain of rising living costs. Many households have turned to discount retailers for more affordable groceries, household items, and special weekly deals, with Aldi and Lidl emerging as top choices for budget-conscious shoppers.
Morrisons’ decision to adopt this strategy comes as the company faced a slowdown in sales over the holiday season, reporting losses of £381 million in 2025 while maintaining flat core earnings. Recent data shows Morrisons’ market share dropped to 8.5% in the 12 weeks leading up to December 28, signaling a potential shift in the supermarket hierarchy with Aldi already surpassing Morrisons in 2022.
As supermarkets nationwide slash prices and reevaluate their operations to keep up with the discount model pioneered by Aldi and Lidl, Morrisons plans to expand its discount range, “When It’s Gone, It’s Gone.” The range, which was first introduced in the summer of 2024 and later relaunched in November, features rotating exclusive deals on non-food items like toys, appliances, gardening tools, and cleaning products.
The aim of this move is not only to drive sales but also to attract more customers to Morrisons’ stores, where they can potentially spend more on groceries while taking advantage of discounted deals. Chief Executive Rami Baitiéh expressed optimism about the impact of the bargain range on Morrisons’ performance, emphasizing a continuous drive for improvement and growth.