Value continues to be a driving force for the British shopper as over half the country shopped in either Aldi or Lidl during the past 12 weeks, according to the latest grocery share figures from Kantar Worldpanel.
The figures, published for the 12 weeks ending 8 December 2013, show that some 50.1 per cent of all British households stepped into a discount retailer compared with 46.1 per cent a year ago. The results pile more pressure on the big four who continue to loose market share.
Chris Longbottom, director at Kantar Worldpanel, said Aldi and Lidl are successfully broadening their shopper base.
“Aldi now boasts a record 4.0% of the grocery market having increased its share for nearly every 12-week period since the end of 2010. Lidl retains its record share of 3.1% which it reached during the summer,” he said.
The value effect has boosted budget retailer Farmfoods who grew sales by 36.6 per cent compared with last year.
Premium player Waitrose has performed strongly with 6.7 per cent growth, and based on past patterns, is likely to further boost its market share over the busy Christmas period. Discounter Iceland also traditionally performs well with its party food offering.
Among the big four, the best performer continues to be Sainsbury’s although the year-on-year growth of 1.8 per cent was not enough to match the market growth of 2.8 per cent. Tesco accounted for 29.9 per cent of sales in the latest period, Asda 16.9 per cent, Sainsbury’s 16.8 per cent and Morrisons 11.6 per cent.
Grocery inflation stands at 3.0 per cent for the 12 week period ending 8 December 2013 – the lowest level for a year.