Aldi and Lidl continue to outpace bigger rivals

Fri, 19 Aug 2011
 
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Discount grocers are continuing to grow market share at the expense of the big four supermarket groups, according to new figures from Kantar Worldpanel.

The data shows that Morrisons was the only one of the major supermarkets to increase its share of the grocery market in the three months to 7 August, rising 0.1 per cent to 11.7 per cent following year-on-year growth of 4.6 per cent.

Tesco saw its market share drop to 30.5 per cent from 30.8 per cent a year ago, while Asda’s slice of the market fell 0.5 per cent to 17.1 per cent, despite its acquisition of Netto’s UK business. Sainsbury's market share remained flat at 16 per cent.

In contrast, Aldi posted sales growth of 24.4 per cent over the three months, giving it a record 3.6 per cent share of the market, while sales at Lidl stores across the UK rose by 13.8 per cent to give it a 2.5 per cent share.

Upmarket chain Waitrose managed to maintain growth of 8.3 per cent - over double the rate of growth for the total UK grocery market – and now holds a 4.3 per cent slice.

Commenting on the figures, Edward Garner, director at Kantar Worldpanel, said: "It is evident that shoppers are trying to manage their ’personal’ inflation by trading down. This can be done by seeking out lower priced outlets and cheaper alternative products. It’s therefore unsurprising that the discounters have pushed further ahead this month."

"While the discounters are prospering we are not seeing the shift towards consumers buying more own-label products that might be expected from cost cutting."

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