Lidl has boasted of annual sales of its premium Deluxe range reaching £1bn, having climbed by £100m year on year.
Citing Worldpanel by Numerator data for 52 weeks to 6 September 2026, Lidl said 50% of British households were now buying from the Deluxe range, as more shoppers traded up.
It comes after The Grocer revealed a gap was growing between the average unit price of products bought from Lidl compared with the same at Aldi, suggesting the former’s customers were choosing more premium or branded options.
“Hitting £1bn is a major milestone that shows how decisively shopping habits have changed,” said Lidl GB commercial officer Richard Bourns.
“Our customers want value, but they refuse to compromise on quality – they expect exceptional food without the inflated price tag, and that is exactly what Deluxe delivers.
“By benchmarking against the best-in-class and working closely with British suppliers, we’ve built a premium range that competes with the very best.”
Lidl is introducing over 130 new Deluxe lines ahead of Christmas, with highlights including Lobster Tails with Garlic & Prosecco Butter, a Chiltern Hills Heritage Bronze Turkey, and a Mochacchino Irish Cream Liqueur.
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