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In its latest move to attract more customers to its convenience stores, Sainsbury’s has announced plans to match the price of up to 200 Aldi products. While the retailer is the first to extend its Aldi price match campaign to convenience stores, Sainsbury’s has not disclosed how much this initiative will cost. Critics have long accused retailers of not closing the price gap with larger supermarkets, particularly during periods of financial uncertainty. Research by the BBC has shown that frozen pizza is 26% more expensive in a convenience store than in a main supermarket.
Although many consumers appreciate local convenience stores for their convenience, the premium charged for shopping there over larger stores is a major issue, according to campaigners. Shoppers are currently believed to pay an average of 10% more for everyday items in convenience stores than they do at larger supermarkets. For some goods, such as prepared rice packets and bread, the gap is significantly higher, with both 36% and 21% more expensive, respectively, than in a larger supermarket. It has been estimated that shopping regularly at a convenience store over the course of a year for a weekly basket of goods could add up to £800 to a grocery bill.
Consumer group Which? has been highlighting the cost of shopping at convenience stores compared to larger supermarkets for some time. The group recently criticised retailers for inflating the prices of some goods and making it difficult for customers to find those items cheaper elsewhere. While retailers acknowledge that convenience stores are more expensive to operate, critics argue that they could do more to reduce the prices of basic staples by offering greater levels of transparency. With supermarkets coming under increased financial pressure in recent years, many have tried to attract new customers by adding cheaper own-label products to their smaller stores. As some experts predict, Sainsbury’s announcement that it is extending its Aldi price match to convenience stores could prompt its competitors to follow suit
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