Aldi, Lidl and Waitrose seize share as market polarises

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Aldi, Lidl and Waitrose have all increased their share of the grocery market.

Aldi, Lidl and Waitrose have gained share from the major retailers, signalling increasing “polarisation” of the grocery market, the latest figures from Kantar Worldpanel have revealed.

Aldi seized a record market share of 3.6% in the 12 weeks to 9 June 2013, Kantar said today, an increase of 29.9% on the year before. Lidl and Waitrose grabbed 3% and 4.9% share respectively, with the latter recording growth of 10.4%.

Of the big four, only Sainsbury’s grew its share year-on-year – inching up from 16.6% to 16.7%.

Tesco’s share hovered at half-a-percent lower than the year before, at 30.5%, while Asda fell to 16.9%.

Read this

Aldi: We are Discounter 2.0

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Elsewhere, Morrisons’ market share dipped slightly to 11.6%, but its sales edged up 1.2% - an improvement on the 0.3% sales growth it posted in Kantar’s last quarterly report.

The Co-operative Group’s sales continued to shrink, down 1.3%, with its market share dropping to 6.3%.

“The continuing polarisation of the grocery market poses a difficult question for the big four retailers – how to make their offer appealing in an increasingly squeezed market,” said Kantar retail analyst Fraser McKevitt.

“Savvy shoppers are looking for a good deal, but Britain’s largest supermarkets should not lose sight of the other attributes consumers are looking for in their grocer – quality products, clear provenance and an enjoyable in-store experience.”

Kantar said growth in the market was running at 3%, down from 3.9% recorded in the same period last year – a change it attributed to the positive impact of the Diamond Jubilee last June.

Aldi’s growing market share comes as it seeks to define itself as “discounter 2.0”. Last week, it won Grocer of the Year at the Grocer Gold Awards, while in May it took a record-breaking 16 gold medals The Grocer’s Own-Brand Food and Drink Awards.

Read this: Aldi scoops Grocer of the Year Award at Grocer Golds

Readers' comments (4)

  • People like to treat themselves at Waitrose and then 'slum it' at the discounters - they end up spending the same amount. Some people boast about going to Aldi or Lidl as if they're right heroes for going to a shop that's full of poor people. Weird that their snobbery benefits the discount stores!

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  • I think there are also shoppers who go to both Waitrose and Lidl type of shops during the week. If you go 5 times a week to Lidl/Aldi, you would also want to go at least once a week to Waitrose/Sainsbury's and if you go 5 times a week to Lidl, then you would not go to Tesco once a week. You would want to visit something on very different end and this is where Waitrose and partially Sainsbury's fit.

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  • TESCO value is good and cheaper then aldi the same for sainsburys basic range. keep away from ASDA price 90% of asda own brand in not worth putting in tins

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  • There is nothing downmarket about Aldi - it's exaclty the opposite. Some of the nicest contintental food available in UK supermarkets is sold by Aldi. They are by far superior on price for fruit/veg, on quality for deli meats and cheeses and on simple pricing that isn't designed to confuse or trap. Everyone gets the same value at Aldi. They do not punish single people for not buying in large quantities.

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