Why have Lidl and Aldi become so popular? Half of all households have shopped at either Aldi or Lidl in the past three months, industry data suggests. Shoppers in Milton Keynes told reporter Jo Black that they visited the stores looking for "a bargain." Edward Garner from Kantar compiled the data and believes that an image change is behind discount stores' success. Speaking to BBC Radio 5 live's Breakfast, he said: "Over time they've managed to change the perception from being a shop that sells cheap stuff, to a shop that sells stuff cheaply."