Two‐stop Shopping or Polarization:

The recent advent of the limited line discounters Aldi and Netto, coupled with the current recession, has opened up the potential for considerable change in grocery shopping behaviour patterns in the UK. Examines the attributes of grocery discounters and their already established customer base. While evidence to date indicates a polarization in shopping patterns, proposes that further market penetration for the limited line discounters will largely depend on their ability to persuade consumers from all socio‐economic groups to change their behaviour and start “two‐stop shopping”, in the sense of frequenting a multiple as well as a limited line discounter on a regular basis. Based on the findings of a small‐scale empirical study incorporating the complementary results from a survey and three focus groups, examines current attitudes towards limited line discounters among “fringe” ABC1 consumers. Assesses the current potential for two‐stop shopping based on this examination. Conclusions to date further confirm existing evidence of polarization; as yet there is little indication of growing customer loyalty for limited line discounters amongst the ABC1s.