Morrisons is introducing its own version of discounted offers typically found in the “middle aisles” to compete with budget rivals Aldi and Lidl.
The supermarket chain aims to challenge its German competitors as stores engage in a fierce price war amidst the ongoing financial pressures on consumers. Many households have turned to discount retailers for more affordable groceries, household items, and special weekly deals. Aldi and Lidl have capitalized on this trend, consistently ranking as the most cost-effective supermarkets according to consumer experts at Which? magazine. Their ever-changing middle aisles have become a key attraction, often leading to long lines outside their stores and generating viral social media content.
Morrisons executives have confirmed this new approach after experiencing a slowdown in sales during the Christmas season, with reported losses of £381 million in 2025 while maintaining flat core earnings, as per reports from The Sun.
Recent data indicates that Morrisons’ market share decreased to 8.5% in the 12 weeks leading up to December 28. Aldi surpassed the supermarket chain in 2022, and Lidl seems poised to follow suit.
The decision to adopt discounted pricing strategies comes as supermarkets nationwide reduce prices on numerous everyday products and shutter underperforming locations. With Aldi and Lidl reshaping consumer shopping habits, traditional British supermarkets face profit challenges while trying to match the low-cost model of discount retailers amid rising expenses like wages, transportation, and energy bills.
In response, Morrisons is fighting back with its value range, “When It’s Gone, It’s Gone,” which it plans to expand. The supermarket also aims to replicate Aldi and Lidl’s middle aisles, offering exclusive deals on non-food items such as toys, appliances, gardening tools, and cleaning supplies.
The “When It’s Gone, It’s Gone” range was initially launched in the summer of 2024 across 450 stores, featuring refreshed items every three weeks displayed on wooden crates to create a market-style atmosphere. Despite initial challenges related to bulk buying and supplier issues, the range was reintroduced in November, just in time for the holiday season. Since then, sales of these products have surged by 10%, according to The Sun.
Morrisons anticipates that this emphasis on affordability will not only drive sales but also increase foot traffic in stores, encouraging customers to purchase more groceries while taking advantage of discounted non-essential items.
Chief Executive Rami Baitiéh expressed optimism about Morrisons’ progress, crediting the impact of the value range. He emphasized the company’s continuous pursuit of improvement, stating, “This marks an encouraging period for Morrisons. But we are not satisfied, and we will not be satisfied. This is our mindset.”
