More than half of shopping trips to Lidl involve a customer claiming a loyalty coupon reward, up from a quarter last year, in a sign of the investment fuelling its growth.
The rate more than doubled from 26% in March 2025 to 57% in the four weeks ending 17 May 2026, according to Worldpanel data seen by The Grocer. It has been above 50% since August 2025 and peaked at 59% in January 2026.
The data points to the cost behind Lidl’s near three-year run as the UK’s fastest-growing bricks & mortar supermarket, which saw it overtake Morrisons as the country’s fifth-biggest grocer in May. Lidl’s sales were up by 8.6% year on year in the 12 weeks to 14 June 2026, taking its market share to 8.7% for the first time. It has been the fastest-growing bricks & mortar supermarket in all of Worldpanel’s four-weekly market updates since October 2023.
Lidl has made no secret of its intensive investment in loyalty rewards. Commenting this week as it rolled out scan & shop to 37 more stores, a spokesperson said it had “significantly increased investment into the Lidl Plus app this year with the launch of both Lidl Points and more tailored deals, including a 60% increased spend in personalised coupons”.
Read more: Apps, loyalty and customers: Louise Weise on Lidl’s winning way
Promotions at Lidl have also nearly doubled in the past year. Spend on promotions accounted for 21.4% of its sales in the 12 weeks ending 17 May 2026, up from 11.6% a year earlier and 9% a year before that.
Meanwhile, Worldpanel volume sales data, also seen by The Grocer, tells a different story to the grocery market monitor’s publicly shared value sales data. Lidl was still the fastest-growing bricks & mortar supermarket, but its volumes were up by a slower 4.8% year on year in the 12 weeks to 14 June 2026.
Worldpanel’s value sales data had Aldi as the second slowest-growing supermarket after Asda, but in volume sales Aldi was one of only three bricks & mortar grocers in growth in the period (+0.3%), along with Morrisons (+0.6) and Lidl.
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