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Almost half of shoppers using discounters as pressure builds on the big four says Nielsen

Published:  22 September, 2015

Nearly half of all British households are visiting Aldi or Lidl every month, heaping pressure on the big four supermarkets ahead of the busy Christmas trading period, according to latest data from Nielsen.

In the 12 weeks to September 12, Aldi and Lidl accounted for 10.7% of UK supermarket sales, up from 8.7% a year earlier.

"Sales at both Aldi and Lidl continue to increase by more than 20% year-on-year," said Nielsen's UK head of retailer and business insight Mike Watkins.

"These discounters are attracting new shoppers by opening new stores and using ads that communicate not just value, but quality and freshness too.

"Discounters now attract nearly one in two shoppers every four weeks and look set to gain significant increases in market share for the third consecutive Christmas, as they become a bigger part of shoppers' Christmas repertoire."

Sainsbury's was the best performing of the big four, and the only one to record a year-on-year increase in sales (+0.1%).

The rise of Aldi and Lidl has already contributed to Tesco cutting its wine range in a bid to become more competitive.

Kantar figures earlier this year showed a 3.3% fall in Tesco's wine sales with Lidl up 31% and Aldi ahead by 18.7%.