From disruptors to dominators: How Aldi and Lidl changed the price game (and what it means for the rest of the market)
This growth hasn’t just shaken up the market - it’s forced the likes of Tesco, Sainsbury’s, Asda, and Morrisons to rethink everything from pricing to product strategy.
The provision of performance metrics in the FMCG (Fast Moving Consumer Goods) industry was dominated by market research firms like Nielsen, Kantar, and Circana (previously IRI), alongside internal data, for decades.
