Waitrose vs. M&S: 'battle for the middle class'
Marks & Spencer is eating away at Waitrose's traditional customer base
It's "shopping trolleys at dawn" for Waitrose and Marks & Spencer, the country's "most aspirational supermarkets", said columnist Xanthe Clay in The Telegraph.
Marks & Spencer is successfully chipping away at Waitrose's traditional customer base, growing its market share to 3.8% in January to match its rival for the first time, according to NielsenIQ data.
The figures are a "long way" from supermarket giant Tesco, which commands over a quarter of the market, and the rest of the so-called "big six" – Sainsbury's, Asda, Aldi, Lidl and Morrisons – which dominate the UK's grocery spend.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
But M&S and Waitrose now find themselves "scrabbling" for the same middle- and upper-class customer base: "people who can afford to spend a little more on higher welfare meat and Italian peaches, as well as (whisper it) wanting artisan loaves without the hassle of queuing at the bakers", said Clay.
Posh shoppers 'mixing and matching'
As the two posh supermarkets battle it out for well-to-do customers, it begs the question: "What is a Waitrose person? And how are they different from an M&S person?" asked Matt Rudd in The Sunday Times.
"At my Waitrose in Kent, it's bumper-to-bumper Range Rovers and shelf-to-shelf Duchy Originals. My local M&S is more electric Mini – much trickier to get the Evoque out unscratched, no boot space for corgi-food". But two towns over, it's the other way around – I'm therefore "not convinced the shop defines the shopper", said Rudd.
Yet from this "small sample of class chatterers", two things are clear. Firstly, most people "are not swapping Waitrose directly for M&S" but "downgrading" from posher supermarkets to cheaper ones. Secondly, "they're mixing and matching", opting to do their "big shops" in cheaper stores such as Aldi, before purchasing their "cheese and canapés from M&S".
Loyalty-scheme customers unimpressed
With food prices 25% higher than they were just two years ago, even Waitrose and M&S shoppers are "watching their wallets", agreed Clay.
And both supermarkets are attempting to deliver value for their customers. Last October, Marks & Spencer announced price cuts on more than 200 of its products, followed by another 65 cuts at the end of January, with, the supermarket said, "an average reduction of 6%". Waitrose also started cutting prices earlier this year, unveiling a £30 million plan to lower the price of more than 200 of its own-brand products.
Yet if Waitrose wants to hold on to its spot as the top choice for middle- to upper-class customers then it may have to do more. "Clever marketing" has seen M&S become "an unlikely star" on social media platform TikTok, "where it's not hard to find influencers – from mums to students – talking about the bargains that can be found", said The Guardian.
Waitrose has also fallen in the estimation of some long-time customers for scaling back its popular weekly personalised discount vouchers, said the Mail Online. The supermarket has changed its loyalty scheme so that the once-guaranteed weekly vouchers now only arrive from "time to time".
Waitrose has insisted the changes have brought its programme in line with "industry standards", but long-time customers are far from impressed with the quality of the new offer: "Just wondering Waitrose why for the second week in a row my vouchers consist of a choice of a jar of olives and some seeded malted bread," tweeted one customer. "What have I done to upset you?"
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Sorcha Bradley is a writer at The Week and a regular on “The Week Unwrapped” podcast. She worked at The Week magazine for a year and a half before taking up her current role with the digital team, where she mostly covers UK current affairs and politics. Before joining The Week, Sorcha worked at slow-news start-up Tortoise Media. She has also written for Sky News, The Sunday Times, the London Evening Standard and Grazia magazine, among other publications. She has a master’s in newspaper journalism from City, University of London, where she specialised in political journalism.
-
Pig kidney transplant recipient dies
Speed Read Richard Slayman has passed away two months after undergoing the historic procedure
By Peter Weber, The Week US Published
-
Putin replaces defense minister with economist
Speed Read In a surprising shake-up, Putin replaced Sergei Shoigu with civilian economist Andrei Belousov
By Peter Weber, The Week US Published
-
Today's political cartoons - May 13, 2024
Cartoons Monday's cartoons - a portrait of humanity, cool re-brand, and more
By The Week US Published
-
Will college Gaza protests tip the US election?
Talking Point Gaza protests on U.S. campuses pose problems for Biden like the ones that hurt Lyndon B. Johnson in the '60s
By Harold Maass, The Week US Published
-
Ghost kitchens are pulling a disappearing act
under the radar The delivery-only trend is failing to live up to the hype built up during the pandemic
By Theara Coleman, The Week US Published
-
Can Trump get a fair trial?
Talking Points Donald Trump says he can't get a fair trial in heavily Democratic Manhattan as his hush money case starts
By Harold Maass, The Week US Published
-
Controversy is brewing over a lawsuit involving Hermès' luxury bags
Talking Point The lawsuit alleges the company only sells bags to people with a 'sufficient purchase history'
By Justin Klawans, The Week US Published
-
What RFK Jr.'s running mate pick says about his candidacy
Talking Points Robert F. Kennedy Jr.'s' running mate brings money and pro-abortion-rights cred to his longshot presidential bid
By Harold Maass, The Week US Published
-
Feds cap credit card late fees at $8
speed read The Consumer Financial Protection Bureau finalized a rule to save households an estimated $10 billion a year
By Peter Weber, The Week US Published
-
Chinese electric cars may be coming to spy on you
Talking Points The Biden administration investigates Chinese electric cars as a potential economic and national security threat
By Harold Maass, The Week US Published
-
Is this the end of the big night out?
Talking Point Bar closures and Gen Z teetotallers threaten 'extinction' for 'messy nights on the town'
By Chas Newkey-Burden, The Week UK Published