Lidl has again taken the biggest share of the supermarket bakery market, at 17.9%, beating much larger rivals.
Its in-store bakery market share in the 12 weeks to 20 April was more than double its overall share of grocery, which stood at 8% in the same period, according to Kantar.
Excluding M&S, which Kantar does not include in its monthly analysis because of its clothing and home division, Lidl has been the fastest-growing bricks & mortar supermarket consistently since autumn 2023. The discounter has used bakery promotions in its Lidl Plus app to drive loyalty and sales.
It is not the first time it has taken the bakery top spot, nor its biggest ever share in the category. In March last year its bakery share hit 18.2%, having rocketed from 10.6% in January 2023, overtaking much bigger supermarkets including Tesco and Sainsbury’s.
To mark its success, Lidl is now launching a social media competition promising 500 winners a ‘Gold Card to Britain’s best bakery’. The cards will entitle winners to a free bakery product every day for a year.
To enter, customers must comment on Lidl GB’s post about the competition on TikTok or Instagram, saying why they deserve a card. They must also be signed up to the Lidl Plus app to claim the prize.
Lidl will choose 250 winners from each channel, with the competition closing to entries at 11.59pm on 26 May.
Winners will be able to choose a free item a day from over 40 Lidl bakery products.
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