Consumers are lapping up promotions, latest Worldpanel by Numerator data shows, despite a call from the chief of Aldi for the government to clamp down on them.
Deals were included in 31.3% of grocery sales in the four weeks to 9 August 2026, the highest level this year, as shoppers sought to save money.
Take-home sales growth at the major grocers slowed to 2.5% year on year, down from 3.3% the previous month.
Grocery price inflation eased to its lowest rate since October 2024, at 2.1%.
Lidl was once again the fastest-growing bricks & mortar grocer in Worldpanel’s analysis, a position it has held consistently for nearly three years. Its sales were up 8.5% in the 12 weeks to 9 August, giving it 8.8% of the market, up by half a percentage point in a year.
Asda was once again the worst-performing major supermarket, with its sales down by 0.2% year on year, putting its market share at 11.5%, down from 11.9% a year ago. It follows a short-lived return to growth in Worldpanel’s previous monthly update, when Asda’s sales rose for the first time in over two years, by 1%.
Aldi, the only major supermarket without a loyalty scheme, was the second-slowest growing, with its sales up by 1.1% year on year in the latest 12-week period.
Aldi UK CEO Giles Hurley waded into the row over the government’s recent pledge to clamp down on ‘rip-off’ retailer discounts at the weekend, by telling newspapers loyalty promotions should be targeted.
Writing for the Mail’s This is Money, Hurley said PM Andy Burnham was “right to challenge fake ‘was’ prices, invented reductions and other promotions that make a deal look better than it really is”.
“But the debate about misleading discounts should go further than checking whether a crossed-out price once appeared on a shelf,” Hurley said.
“There is another question worth asking: after every card has been scanned and every promotion applied, is the customer actually getting a low price?”
Aldi’s market share has slipped from 10.9% to 10.7% in the past year. The discounter had said it is investing in lowering prices and focusing on growing volume rather than value sales. The Grocer recently revealed Aldi was the only one of the UK’s six biggest supermarkets where average unit prices fell in the second quarter of 2026, according to Worldpanel data.
Online supermarket Ocado continued its long run as the fastest growing grocer outright in Worldpanel’s analysis, with sales up by 13.1% year on year over 12 weeks, giving it a share of 2.1%, up from 1.9%.
M&S grew grocery sales faster still, but the retailer does not meet Worldpanel’s definition of a grocer and so is not allocated a market share in its analysis nor a place in its league table. Its grocery sales were up by 15.9% year on year in the 12 weeks.
“With inflation slowing again, this marks the fifth consecutive month of easing prices,” said Worldpanel business unit director Sally Ball
“Shoppers are feeling the relief with 39% now feeling financially comfortable, marking the highest level of financial confidence since November 2021.
“But it’s by no means the same picture for all, with 20% reporting that they are struggling, and this has a clear impact on spending decisions. Among these households, 30% are more likely to prioritise grocery essentials over additional summer spending such as holidays and travel.”
Premium own label moved back into double-digit growth for the first time since March in the four weeks to 9 August, at 11.1%.
Convenient summer favourites did well in the warm weather, with dips up by 23.3%, coleslaw up 23.1% and potato salad up 22%. Chilled finger foods rose by 15.2%, chilled quiche by 15.8%, and chilled olives by 13.3%.
Sun cream sales were up by 58.4%.
Ice cream and sorbet sales were up by 26.1% and frozen fruit by 48.1%, far outpacing the fresh fruit category.
Ball added: “The continued heat across the UK has certainly impacted the way people are eating and drinking. Earlier this summer we saw that mealtimes were being pushed later in the day, with 13% of evening meals now eaten after 8pm. Shoppers have been trying to stay cool this month, with soft drinks growing 15.1% in spend, while the freezer aisle saw shoppers stocking up on ice cream, sorbet and frozen fruit to beat the heat.”
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