Aldi's UK chief executive, Giles Hurley, has accused rival supermarket chains of misleading customers with loyalty discounts that begin with what he describes as "unrealistically high prices" before dropping. Hurley stated that discounts are beneficial when they reflect genuine reductions, but criticized some as deceptive. Aldi is notable for not having a loyalty scheme, which is common among other supermarkets.
The UK's competition watchdog investigated loyalty pricing schemes in 2024 and found that shoppers typically make real savings. Retail consultant Ged Futter commented that Hurley's remarks may be an attempt to divert attention from Aldi's current challenges in the UK market, noting that the chain's growth has slowed compared to its competitors.
Despite reporting a 5% increase in sales to £19 billion for 2025, Aldi's operating profits have slightly declined due to increased staff wages and investments. Hurley emphasized that Aldi is attracting new customers and claimed that the cost of a weekly shop is lower this summer than last. He reiterated the company's commitment to everyday low prices rather than temporary promotions, which he believes can mislead customers.
Aldi has invested £340 million this year in price reductions and plans to open 40 new stores next year as part of a £900 million investment initiative. Hurley also highlighted the need for increased domestic food production to mitigate vulnerabilities in supply chains that affect food prices.