Aldi and Lidl have a combined 10% share of the grocery market for the first time, the latest figures from Kantar Worldpanel (12 weeks ending November the 8th 2015) have revealed.
This has been driven by Lidl as its market share reached a record high of 4.4%, up 0.7% points on last year due to a sales growth of 19%. Aldi grew sales by 16.5%, keeping its market share at 5.6% for the fifth consecutive month.
“If you look back as recently as 2012, Aldi and Lidl only held a 5% share of the market, and it had previously taken them nine years to double their combined share from 2.5%,” said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel.
“In the last 12 weeks the two retailers have attracted another additional million shoppers compared with last year, while average spend per trip has increased by 4% to £18.85, which is 78p ahead of the total retailer average. The discounters show no sign of stopping and with plans to open hundreds of stores between them they’ll noticeably widen their reach to the British population.”
The grocery market overall saw sales slow by 0.5%, held back by falling prices, which remained down by 1.7% on a like-for-like basis.
However, Sainsbury’s is bucking the trend, seeing its fourth consecutive period of growth with an increase of 1.5% sales to increase its share by 0.2% points. “Sainsbury’s performance means it has once again regained its position as Britain’s second-largest supermarket, pushing ahead of Asda in the latest 12 weeks,” said McKevitt.
Sales fell at the rest of the major retailers with Tesco down -2.5%; Morrisons by -1.7% and Asda by -3.5%.
Waitrose and The Co-operative saw sales rise by 2.7% and 1.5% respectively.
Kantar Worldpanel
