Aldi should enjoy a Merry Christmas according to analysts at JP Morgan with even some cheer for Ocado, but Sainsbury and Tesco are lagging.
According to the broker’s analysis of current prices, Aldi is the clear leader and some 30% cheaper than either of its big four rivals.
Waitrose and Ocado prices are 25% above the average, though across the sector JPM notes that promotions are stepping up as the holiday season approaches.
On the marketing front, Aldi’s Christmas ad campaign featuring Kevin the carrot and Marcus Rashford is knocking the others into a cocked hat, according to the broker, with the free meals campaign having the most YouTube hits in spite of being last to launch.
On availability, Ocado is the winner at 97%, Aldi at 94% Tesco at 92% and Sainsbury at 89%.
While early, days Aldi appears to be in pole position for the Christmas race, says JPM, with Tesco ahead of Sainsbury among the listed grocers.