Four out of ten shoppers say they will use hard discounters more than last year to buy their Christmas groceries, according to new IGD research.
Over half of families with children under five said they would use discounters this Christmas.
IGD chief executive Joanne Denney-Finch said discounters have become more appealing to shoppers through effectively communicating their quality and value for money.
“Now they’ve got the taste for discounters, many shoppers plan to stick with them. Nearly seven out of ten (68 per cent) people who currently shop at discounters told us they’ll continue to use them even if their personal finances improve,” she said.
But Denney-Finch added that while budget retailers such as Aldi and Lidl continue to grow at a “phenomenal” rate they will still only account for 9 per cent of the total UK food and grocery market in five years.
“Superstores will still be where most money is spent,” she said.
UK shoppers are expected to spend £19 billion on food and drink this Christmas, up 3.9 per cent on last year when total spend was £18.3 billion.
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