Sainsbury's has reported that customers are beginning to switch back from discount supermarket chains Aldi and Lidl. The UK's second-largest supermarket has been working to recapture market share after customers turned to cheaper alternatives due to rising living costs.
Sainsbury's reported a 10% increase in grocery sales in the six months leading up to September 16, with shoppers purchasing more items, not just reacting to price increases. However, the company's pre-tax profit declined by 27% to £275 million.
Sainsbury's has been running an "Aldi price match" campaign as part of its efforts to regain customers.