Aldi Boss Criticises Rivals’ Loyalty Discounts as Misleading

Aldi’s UK chief executive, Giles Hurley, has criticised the loyalty discounts offered by other supermarkets, saying some start from “unrealistically high prices” before dropping to levels that aren’t truly competitive. He warned this can mislead shoppers and make it harder for them to plan their grocery budgets.

Unlike many big supermarket chains, Aldi does not run a loyalty scheme in the UK. Loyalty schemes are very popular, with about 97% of shoppers signed up to at least one, according to consumer group Which?. These schemes often offer member-only prices or points that can be redeemed later.

Hurley said Aldi’s own research shows a 24% price difference between an average Aldi basket and those at traditional supermarkets, even when including their loyalty prices. He stressed that Aldi focuses on everyday low prices rather than short-term promotions that disappear quickly.

He explained that while real and meaningful promotions can be helpful, some rival loyalty discounts rely on inflated original prices. This tactic, he said, “dupes customers” by making discounts look bigger than they are, which doesn’t support shoppers trying to manage their money carefully.

The UK government is preparing a consultation this autumn on banning misleading pricing tactics such as fake “was” prices and invented discounts. This comes as part of wider efforts to protect consumers from unfair pricing and subscription traps.

Meanwhile, Aldi recently announced a 5% increase in sales to £19 billion for 2025. The company is investing £900 million next year to open 40 new stores and upgrade distribution centres. Aldi also said it had cut prices on more than 1,000 products this year, spending £340 million on these reductions.

Industry experts note that Aldi’s rise in the UK slowed over the past two years amid tough competition. While Aldi remains the cheapest supermarket in independent price checks, the gap with rivals has narrowed.

In other countries, like Belgium, Aldi does offer loyalty-like promotions via its app, showing its approach varies by market.