Shopper Investigation: Discounters by POPAI UK & Ireland

The rise of the discounters is continuing. Initially becoming increasingly popular during times of financial struggle, they have now well and truly hit the mainstream.

Overall, the discount sector grew a staggering 48% in the five years to 2015 and its growth continues, with 44% of UK shoppers shopping with a discounter in the last month.

Price-sensitivity is expected to linger, with uncertain market forces which could well benefit the discounters.

Our shopper investigation saw 100 shoppers visit a number of discount stores including Aldi, Lidl, Home Bargains, B&M, Poundland, Poundworld and Poundstretcher. First, we asked them about their shopping habits, followed by their in-store experience, including promotional displays and messaging. 

This report originally appeared in In-store Insights Issue 29.