ALDI Sandhurst 1

Source: Aldi

Aldi attracted 1.65 million new customers

Aldi is accelerating its gains from other major supermarkets including Lidl, and causing particular pain for Morrisons.

A total of £257.8m in spend switched from other supermarkets to Aldi in the 12 weeks to 2 October, according to new Kantar data this week. It’s a slight increase on the £252.7m that moved to Aldi in Kantar’s previous 12-week period, to 4 September.

Aldi attracted 1.65 million new customers in the latest period, up from 1.5 million in the last 12-week data. 

For the second month in a row, the biggest 12-week losses were suffered by Tesco, which saw £56.7m in spend go to Aldi.

However, with a third of Tesco’s market share, Morrisons suffered disproportionately, seeing £45.5m move to Aldi

Asda lost £37.2m to Aldi and Sainsbury’s lost £24.7m.

Lidl lost £12.4m to its rival discounter, an acceleration compared with the £8.1m it lost to Aldi in Kantar’s last 12-week data.

“We are welcoming more than 130,000 new customers a week while our existing customers are buying more from us and coming to Aldi for more of their weekly shop,” said Aldi UK & Ireland CEO Giles Hurley.

“With the cost of household bills continuing to rise, the fact that a typical £90 basket at the traditional full-price supermarkets costs over 17% more than it does at Aldi means people can make significant savings by switching their shopping to us.”

Aldi and Lidl were the only two supermarkets to see sales growth above grocery price inflation in Kantar’s latest 12 weeks.

Lidl was the fastest-growing supermarket for the fifth month in a row, with sales up 20.9%, suggesting it is making up for lost spend to Aldi by taking from others. Lidl’s share stands at 7.1%.

Aldi’s sales were up 20.7%, while grocery price inflation reached 13.9%, its highest level since Kantar began tracking it during the 2008 financial crash.

Aldi also widened the gap on Morrisons. The discounter’s share stands at 9.3%, the same as a month earlier, when it overtook Morrisons to become the UK’s fourth-biggest supermarket. Meanwhile, Morrisons’ share has dipped slightly, from 9.1% to 9%.

Between them the discounters now account for 16.4% of the market, up from 14.2% a year ago, when Lidl was on 6.2% and Aldi 8%.