Seventh heaven for discounter

10 million households shopped at Lidl in the 12 weeks to 13 August

DISCOUNTERS are continuing to grow their share of the grocery market with Lidl now the seventh-biggest supermarket chain in the UK and the combined shares of Lidl and Aldi now outstripping that of Morrisons, according to analyst Kantar Worldpanel’s figures for the 12 weeks to 13 August.

The researcher reported Lidl has increased its market share to a new record high of 5.2%, up 0.7% year on year.

Kantar’s head of retailer and consumer insight, Fraser McKevitt, said: “10 million households visited the retailer’s stores during the past 12 weeks, with alcohol and fresh produce performing particularly well. 

“Lidl is growing sales 40% faster with families than with households without children. Families tend to buy more items each time they shop, so strong growth with this demographic has helped Lidl to increase its average basket size year on year. “

With Aldi commanding a 7% share, the discounters’ combined share of 12.2% is ahead of Morrisons, which has 10.4%, a drop from 10.6% a year earlier.

McKevitt added: “Aldi grew sales by 17.2%, attracting 1.1 million more shoppers through its doors than this time last year.”

But it’s not only the supermarkets who are losing share. Kantar’s table of GB consumer spend shows symbols and independent stores’ share has dropped by 0.1% compared to August 2016 to stand at 1.9%.

But the value of sales in symbols and independents rose to stand at £504m, 3% up on the August 2016 figure of £489m.

The Co-op was the only chain to see the value of its sales drop, down 0.4%. Its share also fell, from 6.6% to 6.3%.

Nielsen figures for the 12 weeks to 12 August give Lidl a 5.3% share of grocery spend with an increase of 20.5% in sales value compared to 2016.

Aldi was next fastest growing with a 14% increase and market leader Tesco saw its share drop from 27.7% to 27.5% according to the Nielsen figures, but still grew sales value by 3.2%.

Nielsen’s UK head of retailer and business insight, Mike Watkins, said that following a four year record year-on-year rise at 5.1% the previous month, supermarket sales grew at only 2.5% in the four weeks to 12 August.