Morrisons is set to introduce its own version of discounted deals typically found in the “middle aisles” to compete with Aldi and Lidl. The supermarket chain aims to challenge its German competitors as grocery stores engage in fierce price competition amidst the ongoing financial strain on consumers.
Many households have switched to discount retailers for cheaper groceries, household items, and special weekly products. Aldi and Lidl have seen significant success in this market, often being rated as the most affordable supermarkets by consumer experts. Their ever-changing middle aisle offerings have become a popular attraction, leading to long lines outside their stores and viral social media posts showcasing their bargains.
Morrisons executives have confirmed the adoption of this new strategy following a slowdown in sales over the Christmas period, with the supermarket recording losses of £381 million in 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, putting it behind Aldi and potentially Lidl in the near future.
As supermarkets nationwide reduce prices on everyday items and close underperforming stores, they are being forced to reassess their approaches in response to the changing market dynamics influenced by Aldi and Lidl.
To counter these challenges, Morrisons is expanding its discount range called “When It’s Gone, It’s Gone” and plans to introduce a lineup similar to Aldi and Lidl’s middle aisles, featuring exclusive deals on non-food items like toys, appliances, gardening tools, and cleaning supplies.
Initially launched in the summer of 2024 and rolled out to 450 stores, the “When It’s Gone, It’s Gone” range faced setbacks due to issues with bulk buying and suppliers, leading to a temporary pause. The range was reintroduced in November, just in time for the holiday season, resulting in a 10% increase in merchandise sales, as reported by The Sun.
Morrisons anticipates that this push towards more affordable options will not only drive sales but also attract more customers to its stores, encouraging them to spend more on groceries while taking advantage of discounted additional items.
“This represents a positive period for Morrisons,” stated Chief Executive Rami Baitiéh, underscoring the impact of the discounted range. “However, we are not content, and we will continue to strive for more. This is our mindset.”