Morrisons has reportedly acknowledged that its own label products are as much as 20 percent more expensive than the leading discounters and that it needs to narrow the gap in order to win back customers. Brand View have investigated products stocked across Morrisons Online, Aldi and Lidl. Out of 59 consistently stocked products matched across the three retailers, Morrisons Online is 20 percent more expensive in Lidl for 32 products and for 29 products in Aldi.
Brand View are able to look at the differences between Own Label and Branded Products in Morrisons by category between 7th April and 30th June. In the Butters and Spreads category the price gap is fairly consistent moving from 88p to £1.02 difference.
In Fresh Soup, there is a small price gap at the start of the period with Own Label being on average a higher price to Branded. By the end of the period the gap has widened dramatically to 59p, now making Branded at a higher price than Own Label.
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