Lidl has surpassed Morrisons to become the fifth largest supermarket in the UK in terms of food and drink revenues.
The German discounter’s food and drink market share hit 7.7% during the 52 weeks to 13 July, compared to Morrisons’ 7.6%, unpublished Worldpanel by Numerator (formerly Kantar Worldpanel) data viewed by The Grocer revealed.
While Lidl’s food and drink market share rose from 7.3% during the prior 52 weeks, due to its revenues rising 10.1%, Morrisons’ food and drink share fell 7.8% as its sales increased 1.5%.
The food and drink figures differed to those in the market research firm’s monthly published market update, which concern all expenditure through store tills, excluding in-store concessions and petrol.
Morrisons remains above Lidl for the figures for its monthly published market update, holding 8.4% grocery market share during the 12 weeks to 13 July, compared to the discounter’s 8.3%.
Lidl’s market share increased from 7.8% the year prior due to revenues rising 11.1%. Morrisons’ market share dropped from 8.7% as revenues nudged up 1%.
However, Lidl is forecast to also overtake Morrisons regarding these figures during the new year.
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A Morrisons spokesperson said: “The numbers are partly a function of new supermarket openings, where we haven’t added new space for some time, and the survey doesn’t capture all of the growth we are seeing in convenience and wholesale, and our Myton manufacturing business.”
A Worldpanel spokesperson added: “We do not publish retailer market share data for select categories.
“Our grocery market share release provides a full view of grocers’ performance, including all expenditure through store tills except petrol and in-store concessions.”
In June, Morrisons boss Rami Baitiéh claimed the supermarket had “bounced back strongly” as its interim sales and profits climbed.
The retailer saw an underlying EBITDA of £344m in the half to 27 April, up 7.2% year-on-year and boosted by a 4.2% increase in sales to £3.9bn during its second quarter.
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