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This compares the brand profile of the market leader Tesco and Asda to display the difference in the profile of 1st place & 3rd place.

We can see that Aldi and Lidl total value for 72 items is lower than it is for Asda. We can calculate that the basket for these 72 items is £13.38 cheaper in Lidl, saving consumers nearly 10% for the same items. The gap is wider between Aldi and Asda reaching a difference of £16.51, saving consumers 11.3%.