Morrisons is set to introduce its own selection of discounted products in a bid to compete with budget rivals Aldi and Lidl. The supermarket chain aims to challenge the dominance of the German retailers in the midst of a fierce price battle triggered by the current cost of living crisis.
With millions of households turning to discount stores for affordable groceries, household items, and special weekly deals, Aldi and Lidl have emerged as the top performers in the face of rising grocery prices. Their popular middle aisles, featuring rotating exclusive offers, have drawn significant attention, leading to queues outside stores and viral social media posts.
Morrisons executives have revealed this new initiative following a slowdown in sales over the Christmas period, with the supermarket reporting losses of £381 million in 2025 while maintaining flat core earnings, as reported by The Sun. Market data shows that Morrisons’ market share dropped to 8.5% in the 12 weeks leading up to December 28, indicating a decline in its competitive position against Aldi and potential future competition from Lidl.
As supermarkets nationwide reduce prices on numerous everyday items and shut down underperforming stores, they are compelled to reassess their strategies to keep pace with the cost-effective model of Aldi and Lidl, which continues to reshape consumer shopping habits.
Facing these challenges, Morrisons is fighting back with its discounted range, “When It’s Gone, It’s Gone,” which it plans to expand. The supermarket also aims to replicate the success of Aldi and Lidl’s middle aisles, offering 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 operational hurdles related to bulk buying and supplier issues, leading to a temporary halt. However, a successful relaunch in November boosted merchandise sales by 10%, according to The Sun.
Morrisons anticipates that this emphasis on bargains will not only drive sales but also increase foot traffic in stores, encouraging customers to spend more on groceries while taking advantage of discounted extras. Chief Executive Rami Baitiéh expressed optimism about this strategy, emphasizing a relentless pursuit of improvement and growth in line with the supermarket’s objectives.