aldi christmas ad 2015

Aldi is set for a cracking Christmas after 8% of the UK said they planned to do their main Christmas shop at the discounter. A further 24% said they would visit Aldi, which has a 5.6% market share, to pick up “at least part of” their grocery shop this Christmas.

“Growing consumer confidence in Aldi follows our continued investment in quality and range,” said Jonathan Neale, Aldi joint MD of buying. “And sales during the first part of this month show that customers are trading up and purchasing more premium products.”

Overall, Tesco tops the table for this year’s Christmas shop, with 26% of the UK planning to do the main festive shop there.

A Tesco spokeswoman said: “We’ve made prices simpler, put more colleagues into shops to provide better service, and have improved the availability of our most popular products.”

Asda follows Tesco on 15%. Sainsbury’s - the only big four supermarket currently in sales growth, according to Kantar Worldpanel - was just behind Asda, with 14%. Another 10% of shoppers plan to go to Morrisons. Only 3% plan to head to either M&S, Waitrose and Lidl for their main shop.

Over a third (39%) of consumers intend to buy “at least part” of their Christmas dinner from Lidl or Aldi. Conlumino MD Neil Saunders said the figure “really hit home how much of an impact the discounters are having. They also show consumers are less loyal and shop around in greater numbers. Overall, this survey makes for uncomfortable reading for the big four. They are increasingly losing their grip on the market at the time of year that matters most.”

Deborah Hall, research director at Marketing Sciences Unlimited, which questioned 2,053 people between 27 and 29 November 2015 for the survey, said: “Both Aldi and M&S can expect more shoppers than last year. M&S has particular cause for cheer as it proves it has broadened its appeal, looking set to attract more customers from outside its typical demographic, with more young people planning to shop there than last year.”