Morrisons’ mid-aisle strategy aims to close the gap
British grocer Morrisons has signalled a sharper focus on its middle-aisle offer as it seeks to compete more effectively with discount rivals Lidl and Aldi. While Marcus Baitiéh spoke optimistically about Christmas performance, the underlying challenge remains: capturing more shoppers and winning share in a market where lockdown-era growth has faded and price-conscious buyers dominate.
The term “middle aisle” has become shorthand for the core range that sits between value and premium in UK supermarkets. For Morrisons, the bet is that shoppers will trade up from own-label basics to better-tuned everyday essentials, without drifting into high-end ranges that many consumers avoid on uncertain budgets. The strategy centers on optimizing product selection, improving availability, and sharpening promotions across staple categories.
What the plan includes
Key elements of Morrisons’ middle-aisle push include:
- Better value, smarter ranges: A refreshed mix of own-label and national brands designed to offer clear savings without compromising quality. Expect more price-competitive staples for families and a focus on better-value packs in core categories.
- Private-label upgrades: A more coherent line-up of Morrisons-branded products across breakfast, midweek meals, and pantry staples, with a consistency in taste and packaging that shoppers can rely on.
- In-store shelving refresh: Reorganization of aisles to improve flow and product visibility, making it easier for customers to compare prices and find value-for-money options quickly.
- Promotion timing tied to holidays: Leveraging peak shopping periods, Morrisons plans targeted deals around Christmas and post-holiday sale windows to pull shoppers into stores and online.
- Omnichannel push: Integrated online offers with in-store promotions, ensuring customers see consistent pricing and availability whether they shop in person or through digital channels.
Context: a competitive battleground
Across the sector, Lidl and Aldi continue to set the pace for low prices, while Tesco, Sainsbury’s, and Asda respond with their own value-driven strategies. Morrisons’ challenge is not merely to match price cuts but to convert price-sensitive shoppers into repeat buyers by delivering dependable value across everyday meals, snacks, and household essentials.
Analysts point out that market-share gains continue to be incremental and heavily dependent on promotions and stock consistent with consumer confidence. Morrisons’ mid-aisle approach is designed to sustain frequency, improve basket sizes, and reduce churn by keeping popular items visible and affordable.
Short-term outlook and risk factors
The Christmas period offers a crucial test. If Morrisons can translate the middle-aisle initiative into stronger footfall and larger baskets, the company could begin to close the gap with its discount-led rivals. Yet execution risk remains: supply-chain headaches, inflationary pressures, and the unpredictable pace of consumer demand could blunt gains if promotions erode margins too quickly.
In a year where growth has become more selective, Morrisons’ leadership emphasises that the middle-aisle concept is about sustainable gains, not one-off deals. The aim is to create a consistently compelling offer that resonates with everyday shoppers and reinforces Morrisons’ identity as a value-focused, broad-range retailer.
Looking ahead
Industry observers will be watching how the new product assortments perform at scale, how pricing hedges are managed across regions, and whether the in-store experience can convert more shoppers into loyal Morrisons customers. If successful, the middle-aisle initiative could become a signature element of Morrisons’ growth strategy in the coming years, helping to stabilize market share and drive steady volume in a highly competitive market.
