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Big four supermarkets losing market share to discounters, says Kantar

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Discounters Lidl and Aldi have continued to make up ground on the big four with Aldi notching another all-time record share of 3.9 per cent as its impressive rise continues, new figures show.

The numbers of shoppers visiting Aldi grew by 16 per cent year-on-year after nearly a third of British households shopped at the German supermarket over the last three months.

Data from Kantar Wordpanel published for the 12 weeks ending 10 November this year, revealed all big four supermarkets, Tesco, Sainsbury’s, Asda and Morrisons as well as The Co-operative have lost share during the last three months.

Sainsbury’s grew sales by 2.6 per cent - the highest of this group - but still remained below the market average of 3.2 per cent.

“Lidl’s sales growth of 13.8% also remains strong. In direct contrast, sales of premium products have also increased significantly over the past year. This Christmas shoppers will be seeking both luxury and lower prices,” said Edward Garner, director at Kantar Worldpanel.

Garner added: “Waitrose continues to shrug off the market turmoil as it sees its share increase yet again – an unbroken trend since mid-2009.”

Published on Wednesday 20 November by Editorial Assistant

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