I'm prepared to bet against the lost customers going to WOW. I am of the opinion that they are going to Aldi.
WOW will report increased sales due to food inflation being quite high this quarter, the real measure is about the number of baskets going out the door and the value of those baskets.
We won't know exactly who's going where until we know basket numbers increase/decrease which Aldi only reports via Germany.
Aldi marketing, page-37
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