Sainsbury’s scales back Aldi price match campaign after Tesco cuts 100+ items

Sainsbury’s is reducing the number of products covered by its Aldi price match campaign, after Tesco axed more than 100 items in its scheme last week.

The number of items covered by Sainsbury’s scheme has dropped from a high of 681 in November to 566 on 12 February, The Grocer reported. 

Many of the items cut from the campaign came under the grocery giant’s own label, which covered a range of categories such as everyday staples and ambient food.

The UK’s second-largest supermarket has since raised the prices of almost all the products above Aldi’s, according to IPLC partner Paul Stainton.

Last week, Tesco removed 150 products from its Aldi price match campaign as part of changes to its verification process.

The number of products covered by the grocer’s price match dropped from 790 in August 2024 to around 645, Stainton found.

Additionally, Asda axed its Aldi and Lidl price match initiative in January, as it geared up to bring back its Rollback price proposition.

Stainton argued the emerging trend put “a question mark over the long-term future of such schemes in the UK”.

A Sainsbury’s spokesperson said: “Much like the price of individual products, the number of items in our Aldi price match campaign can go up as well as down.

“That doesn’t stop us offering outstanding value throughout the year across thousands of items, whether that’s through Aldi price match, low everyday prices, Nectar prices or our value Stamford Street range.”

They added: “We have invested £1bn into value in recent years, which we know customers are noticing as more and more customers are choosing to do their shop at Sainsbury’s.”

In November, Sainsbury’s became the first UK grocer to extend its Aldi price match scheme to its convenience stores, as it sought to offer shoppers value and competitive pricing in time for Christmas.

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