Prices of high-end products slashed

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PA

Budget supermarkets are slashing the cost of high-end products as retailers "fall over themselves" to cater for middle-class tastes, according to a magazine report.

Discounters such as Aldi and Lidl are no longer just for the "cheap basics", with both stocking products from South American filter coffee to flour for the breadmaker, Good Housekeeping magazine said.

The magazine compiled a list of 19 seasonal products, including items ranging from a leg of lamb and Parma ham to pesto and asparagus, to compare prices across nine supermarkets - Aldi, Asda, Tesco, Morrisons,
The Co-operative, Sainsbury's, Waitrose, Marks & Spencer and Lidl.

It found Lidl's summer basket was the cheapest at £33.61, followed by Aldi's costing £34.01 and Asda at £38.65.

The same basket cost £49.32 at Sainsbury's, £51.16 at Waitrose and £52.59 at M&S.

A survey for the magazine found 53% of shoppers have switched to cheaper stores or divided the shop between a supermarket and budget store since the recession.

The poll found more than 40% shop regularly at Aldi and Lidl, 30% visit Iceland once a fortnight and 56% visit a £1 or 99p store at least once a month.

Just 2% said they would be too embarrassed to shop in discount stores.

Good Housekeeping consumer director Caroline Bloor said: "Retailers are falling over themselves to feed middle class tastes. Discounters like Lidl and Aldi aren't just for people looking for cheap basics.

"Our shopping list shows you can now buy anything from South American filter coffee and ciabatta to Parma ham and flour for the breadmaker.

"Since the recession consumers are no longer embarrassed to be seen hunting out a bargain and why would you be when you can save as much as £20 on the same basket of goods."

:: Good Housekeeping surveyed 1,700 UK adults in March.

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