Aldi has seen a huge boost in sales

Cut-price supermarkets Morrisons, Asda, Aldi and Lidl are experiencing a sales boom as consumers cut down on grocery shopping, leaving pricier Marks & Spencer and Waitrose trailing behind. Aldi has seen a huge 22.2 per cent profit increase after a UK expansion of 41 new outlets.

In March it was revealed that profits at Waitrose fell 3.4 per cent last year, with Chairman Charlie Mayfield warning it would be “another very difficult year” in 2009. In an attempt to win back customers feeling the pinch, they have launched their own budget range “Essential Waitrose” with prices 25–30 per cent lower than its own label products.

Similarly Marks & Spencer are promoting their “Wise Buys” range, and for the first time breaking tradition to sell non M&S brands in some stores to encourage customers away from its rivals. The trial begins in around 20 stores in the North East from the end of July – featured brands include Marmite, Persil, Colgate and Whiskers.