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Kantar Worldpanel: Aldi and Lidl's combined marketshare hits 10% for first time

Published:  17 November, 2015

Aldi and Lidl's combined UK marketshare have hit 10% for the the first time after attracting an additional one million shoppers according to Kantar Worldpanel figures for the 12 weeks ending 8 November 2015.

Aldi and Lidl's combined UK marketshare have hit 10% for the the first time after attracting an additional one million shoppers according to Kantar Worldpanel figures for the 12 weeks ending 8 November 2015.

It took nine years for the Aldi and Lidl's combined market share to grow from 2.5% to 5%. However, and arguably more interestingly, it has only been snce 2012 the two retailers were once again able to double their marketshare to 10%.

Aldi and Lidl's average sales basket also increase and is outpacing that of other supermarket retailers. 

"In the last 12 weeks the two retailers have attracted another additional million shoppers compared with last year while average spend per trip has increased by 4% to £18.85, which is 78p ahead of the total retailer average," according to the Kantar report.

Lidl's market share for the last 12 weeks reached a new record high of 4.4% up 0.7% compared to last year. Primarily the increase was driven by Lidl's sales growth which is up 19% for the year.

Aldi sales grew 16.5%, although its market share has remained the same for the fifth consecutive month.

Sainsbury's, which had its fourth consecutive period of growth, captured a 0.2% increase in marketshare, which although small is not insignificant.  The growth in marketshare is "the first share gain registered by any of the 'big four' retailers since October 2014," Kantar reported.

With the marketshare gain in the last 12 weeks, Sainsbury's has also once again reclaimed its title of the UK's second largest supermarket, pulling ahead of ASDA.

The Co-operative made its first year-on-year marketshare gain since 2011, with a marketshare increase of 0.1% to 6.3%.

Waitrose saw sales increase by 2.7% for the same period.

Tesco and Morrisons both saw sales fall, with Tesco being down 2.5% and Morrisons declining 1.7%.

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