Aldi's chief executive has accused rival supermarkets of 'duping' customers through loyalty schemes that set unrealistically high prices before discounting them, claiming this creates a false impression of value. Aldi, the only major UK supermarket without a loyalty card, argues that retailers should instead offer genuine everyday low prices with realistic reductions. A retail consultant countered that the comments distract from Aldi's own market challenges, noting the discounter's growth has slowed significantly after a period of rapid expansion.

Aldi is Britain's fourth largest grocery chain with 10.6% market share, but its sales growth has slowed to just 0.7% in recent weeks. The company reported a 1% drop in operating profits to £432.9 million for 2025, though turnover reached a record £19 billion. Despite profitability pressures, Aldi is planning a £900 million investment programme for 2027, including 40 new store openings, as it targets expansion to 1,500 shops across the UK and aims to reach communities with limited access to affordable groceries.