Lidl's middle aisle is getting cut, this is why

This is why Lidl's middle aisle is getting cut
© Matt Cardy
This is why Lidl's middle aisle is getting cut
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Great bargains and weekly surprises from Lidl’s middle aisle will now be a thing of the past, as Lidl is doing away with this popular section, amidst soaring inflation.

Lidl’s middle aisle or the ‘Middle of Lidl,’ as the company puts it, is to be removed by the discount supermarket, as per the report by Grocery Gazette. Amidst the rising cost of living, customer preferences have shifted massively, leading to mega-retailers like Lidl having to adjust their priorities.

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Revenue from the middle aisle has dropped to below 10% of Lidl's sales d3sign
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Aldi’s middle aisle to be given the boot

Lidl’swebsite states,

All of our non-food offers live in the Middle of Lidl, from kettles and canoes to toys and shoes.

This much-loved section will soon cease to exist across all the company’s stores. The reason for the company giving its middle aisle the boot is due to its recent poor sales figure. According to Grocery Gazette, revenue from this section has dropped to below 10% of the retailer’s total sales. This is below the usual percentage from non-food items for the brand, which is typically about 15%.

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With rising inflation, customers are prioritising on purchasing essentials  vgajic

Why is the middle aisle losing its appeal?

Grocery Gazette points to the rising inflation as the reason why non-food items are being sidelined in stores like Lidl. The report also states that the segment which has been hit hardest by customers tightening their purse strings are products above £20 in value. Similar challenges are also being faced by Aldi, which is another popular discount supermarket.

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With the inflation in the UK hitting a 40-year high, as reported by BBC, customers are focusing on essentials and viewing other kinds of purchases as unnecessary. In fact, according to another report by BBC, people in the UK are having to budget, skimp and compromise on purchasing food items and other essentials.

Wales Online reported that retail sales have fallen by 1.2%. They quoted High Streets Task Force expert, Dr Jackie Mulligan, who said,

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The three month decline of 1.2% paints a much more accurate picture of the UK high street than the July figure alone. People just aren't spending amid the cost of living crisis. It's no surprise to see clothing and household goods continue to be hit particularly hard.

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