Two of the UK's leading supermarkets have taken the dramatic step of introducing customer rationing on key Christmas vegetables, as a fierce festive price war intensifies. Aldi and Morrisons have both imposed purchase limits after cutting prices for items like carrots, parsnips, and Brussels sprouts to just 5p.
The 5p Price War and Rationing Rules
The extraordinary price cuts were initiated by Morrisons, which announced it was slashing prices for More Card customers on British carrots (1kg), parsnips (500g), Brussels sprouts (500g), and whole swedes to 5p each. This move immediately triggered a response from discount rivals Aldi and Lidl, who matched the 5p price point to stay competitive.
However, the rock-bottom prices have led to purchase limits. Aldi is restricting customers to a maximum of four items per vegetable, while Morrisons is allowing shoppers to buy up to eight items across its full 5p range. Notably, Lidl has declined to introduce any rationing measures despite matching the low prices.
How Other Supermarkets Are Responding
The price war has extended beyond the initial three retailers. Both Tesco and Sainsbury's are now offering similar vegetables at around 15p, though not at the drastic 5p level. The discounted range typically includes:
- Parsnips
- Brussels sprouts
- Carrots
- Swedes
There are variations in the deals: all except Morrisons include potatoes, while Aldi, Sainsbury's, and Tesco have added cabbages. Tesco is the sole supermarket to include broccoli in its offer, and Lidl is uniquely selling shallots as part of its festive promotions.
Farmers' Concerns Over "True Market Value"
The aggressive pricing has raised significant concerns within the farming community. Tom Bradshaw, president of the National Farmers' Union (NFU), voiced apprehension in a statement to the Daily Mail. He warned that such deep promotions could damage public perception of the real cost of producing food.
"We know that promotional activity can help drive sales, but it's important that retailers take responsibility for their seasonal promotions," Bradshaw said. He highlighted the risk of encouraging shoppers to buy more short shelf-life items than they need, potentially increasing household food waste.
Bradshaw emphasised the need for a "fair and transparent market" where growers receive fair returns for their risk and investment. The NFU is clearly worried that these price cuts could set unsustainable consumer expectations about the value of British produce, impacting future food security.
The situation sets the stage for a contentious festive shopping period, where bargain-hunting consumers clash with the economic realities of food production. All eyes will be on supermarket shelves in the final days before Christmas.
