Aldi and Lidl hit record market shares as Morrisons trumps Big Four

Aldi and Lidl hit record market shares as Morrisons trumps Big Four

The latest industry results from Kantar Worldpanel are out, revealing Morrisons to be the only ‘Big Four’ supermarket to experience a growth in sales in the 12 weeks to 26 March.

The Big Four consists of Morrisons, Asda, Sainsbury’s and Tesco, and they are all embroiled in a bitter price war with discount chains Lidl and Aldi, who both reached a record-high market share over the period.

Lidl’s sales grew 15 per cent to help its market share rise to 4.9 per cent, while Aldi’s sales increased 14.3 per cent. Aldi is aiming to increase its market share to 10 per cent, and the latest rise took its share from 6 per cent to 6.8 per cent.

Although Morrisons also posted a rise in sales over the 12 weeks, the company still lost some of its market share, falling 0.1 per cent to 10.4 per cent.

Tesco continues to have the highest market share of all supermarkets, despite a 0.5 per cent fall, now standing at 27.6 per cent. Sainsbury’s is the next closest challenger with 16.1 per cent, just ahead of Asda who hold 15.7 per cent of the market share.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “The price of everyday goods is up by 2.3 per cent compared to this time last year, and rising prices cost the average household an additional £21.31 during the past 12 weeks.

“Despite rising prices, we’ve seen shoppers’ minds turn to healthy eating after the excess of the festive period and before the temptation of Easter. Greater demand for gluten or dairy-free products, particularly from younger shoppers, has boosted the ‘free from’ category by 36 per cent year-on-year.

“In fact, 54 per cent of the population purchased a ‘free from’ product during the past three months – that’s 3.3m more people than last year.”