Almost all major grocers are losing market share to Aldi and Lidl as shoppers flock to the German discounters, figures revealed yesterday.
Aldi sales rose 24 per cent in the three months to July 9 while Lidl enjoyed a 22 per cent increase.
The figures, from market research company Kantar, also showed Lidl edging closer to overtaking Bradford-based supermarket Morrisons.
Aldi leapfrogged Morrisons last summer to become the fourth largest supermarket.
Now Lidl is closing in on Morrisons, holding up 7.7 per cent of the market versus 7 per cent last year.
Market share: German discounter Lidl is closing in on Morrisons, holding up 7.7% of the market versus 7% last year
By contrast Morrisons, which has struggled since its takeover by private equity in October 2021, has seen its share fall from 9.4 per cent to 8.7 per cent.
With Aldi and Lidl on the march, Tesco, Asda, Morrisons and Waitrose have all seen their share shrink over the past year.
But Sainsbury’s held on to its 14.9 per cent slice of the market. The second largest store behind Tesco wooed customers from switching to rivals by re-jigging its loyalty scheme with Nectar Prices.
Fraser McKevitt, of Kantar, said that although the pace of supermarket price rises was still ‘incredibly high’, inflation in the sector has been dropping for four months in a row.
At the current level of inflation, Britons’ annual grocery bills are £683 more expensive than if they had bought the same products a year ago.
