The continuing revival of the discounters in 2011 has been confirmed by the latest monthly figures from Kantar Worldpanel.

Aldi grew its market share in the three months to 20 February from 2.8% to 3.1%, new data shows, while Lidl boosted its share from 2.2% to 2.4%.

At the upper end of the market, Waitrose achieved its highest ever ranking, with market share of 4.4% for the period.

Sainsbury’s grew its share from 16.3% to 16.5%. That narrowed the gap to Asda in second place, whose share slipped slightly to 16.9%. And Tesco lost share, down 0.1 percentage points to 30.3% of the UK grocery market.

Kantar analyst Fraser McKevitt said the discounters’ growth was driven by existing customers spending more rather than by luring new shoppers from supermarket rivals.

“With economic uncertainty increasingly in the news it is no surprise that shoppers are being cautious with their spending,” he said. “The majority of people continued to seek value through promotions in the mainstream retailers, rather than trading down to the discounters.”

Read more
Imitators won’t fool shoppers, says Heinz following Aldi TV ad (19 February 2011)
Quality drives upsurge in sales at Lidl and Aldi (12 February 2011)
Discounters continue resurgence in ‘market of two halves’ (2 February 2011)