UK: Aldi and Lidl understated their product ranges by 40%, CMA finds
- DRC Discount Retail Consulting GmbH
- 14 hours ago
- 3 min read
Discount Retail Chain Aldi and Lidl have been offering far more products than they claimed, according to the UK’s Competition & Markets Authority (CMA). The regulator says both discounters underreported their range sizes by about 40% because they counted several product variations, such as different flavours, as a single item.
This finding appears in the CMA’s 80‑page decision concluding that Aldi and Lidl no longer operate as “limited assortment discounters” (LADs). Instead, the regulator says they now resemble large grocery retailers (LGRs) like Tesco, Sainsbury’s and Asda, and should follow the same competition rules.
What the CMA found
Aldi and Lidl have long argued that their core ranges include fewer than 3,000 products. But the CMA says most of their stores actually carry between 4,000 and 5,000 grocery lines. The difference comes from how the discounters classify products. Both retailers treat multiple variants within a single case, such as four flavours of the same item, as one SKU.
The CMA counted each variant separately, saying this better reflects what shoppers actually see on shelves and aligns with how larger supermarkets report their ranges.
Aldi told the CMA it stocked 2,000–3,000 products, but once variants were counted individually, the total rose to 4,000–5,000. Lidl showed similar results.
The CMA also rejected Aldi and Lidl’s distinction between permanent and temporary products, saying both types are available to customers. Temporary or regional items were instead factored into an average SKU count, giving them proportionally less weight.
Why the range size matters
The CMA’s review is part of a consultation on whether Aldi and Lidl should be banned from using restrictive clauses in land deals—rules that prevent rival supermarkets from opening nearby. This ban already applies to seven major grocers under the 2010 Controlled Land Order.
When that order was introduced, Aldi and Lidl were considered LADs with only about 1,000 product lines and were not seen as direct competitors to larger supermarkets. Aldi has argued it still fits the LAD definition, claiming earlier this year that its core range includes just 2,005 items, far fewer than the 20,000–30,000 SKUs typical of LGRs.
However, the CMA’s findings place Aldi and Lidl much closer to mainstream supermarkets. For comparison, M&S offers around 6,000–7,000 lines in similarly sized stores.
Other retailers have also challenged Aldi and Lidl’s claims. Iceland told the CMA that public sources show both discounters stock roughly 4,500 SKUs.
Store size also plays a role
The CMA found that most Aldi and Lidl stores are now large enough to qualify as “large grocery stores” under the Controlled Land Order. About 87% of Lidl stores and 72% of Aldi stores exceed 1,000 sq m (11,000 sq ft). When the order was first introduced, their stores were much smaller, around 5,400 sq ft.
Industry reaction
The CMA’s decision is provisional and will undergo further consultation. Iceland’s executive chair Richard Walker welcomed the move, saying supermarkets competing for the same customers should operate under the same rules. He argued that consistent regulation supports local choice, investment, and competition on price, value, service and quality.
Aldi and Lidl say the decision will not affect their expansion plans. They did not comment on the CMA’s findings about their range sizes.
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