Aldi and Lidl toasting 10% in UK market
The latest Kantar Worldpanel figures have shown yet more growth in the UK market for the German discounters
Print18 November 2015
Aldi and Lidl’s growth in recent years is well documented, and the latest Kantar Worldpanel figures show that the German discounters have reached a major milestone by climbing to 10% of the market share in the fiercely competitive UK supermarket wars.
Sales at the two retailers climbed by 16% in the three months to 8 November, while three of the so-called Big Four – Tesco, Morrisons and Asda – suffered a slide in sales. Only Sainsbury’s experienced growth in the same period.
What this tells us is that, a slow process as it may be, consumers are showing increasing loyalty to the discounters and their transparent pricing policies. Hannah Maundrell, editor-in-chief at money.co.uk, calls the price war, “fierce and relentless”.
“The big players cannot afford to take their eye off the ball as savvy shoppers vote with their feet when it comes to buying food,” Maundrell says. “The transparency of Aldi and Lidl’s simple pricing policy has won a huge amount of loyalty in the supermarket aisles. Discount chains have eaten in to the profits of the bigger supermarkets by encouraging shoppers to be strategic with their grocery budget.
“They have made splashing out on little luxuries more affordable,” Maundrell added, “because their basics are so cheap. Relying on buy-one-get-one-free offers no longer cuts the mustard, and we’re already seeing the supermarket giants reconsider their approach to copy the model that’s brought the budget brands such success.”
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