UK election: Aldi and Lidl shoppers want Conservative victory

7 June 2017 (Last Updated June 7th, 2017 05:59)

If supermarkets were parliamentary seats, we would be looking at a majority government for the Conservatives according to the latest poll from GlobalData – a reversal of the same survey carried out before the 2015 election, where Labour had a stronghold.

UK election: Aldi and Lidl shoppers want Conservative victory

If supermarkets were parliamentary seats, we would be looking at a majority government for the Conservatives according to the latest poll from GlobalData – a reversal of the same survey carried out before the 2015 election, where Labour had a stronghold.

Voting intentions of supermarket shoppers, June 2017

Percentage of consumers

UK election

GlobalData survey of 1,800 consumers conducted in June 2017

As part of GlobalData’s regular Consumer Sentiment Tracker, we conducted a survey in the run-up to the election to discover the voting intentions of supermarket shoppers and while the Conservatives would hold Waitrose, Tesco and Sainsbury’s, and Labour would hold Asda and Morrisons, both Aldi and Lidl have swung to the Tories, who also are ahead in the popular vote, but only by 3.7 ppts.

Far fewer shoppers say they will vote for UKIP as in the 2015 survey. Those that will are more likely to be Aldi shoppers.

Aldi and Lidl’s targeting of affluent customers see both swing to the Tories

The discounters, which have historically been Labour strongholds, have seen a reversal this election with 40.5% and 44.6% of consumers voting Conservative in Aldi and Lidl respectively. Both had shoppers which overindexed for UKIP in 2015, and a greater proportion of these voters have moved to the Conservatives than to Labour.

Changing perceptions regarding the discounters have also seen a more affluent consumer opting to do weekly shops at these retailers, as well as the discounters expanding into more locations where the Conservatives have greater support.