Aldi is poised to overtake Waitrose as the discounters continue to sustain pressure on the big four supermarkets.
The German grocer grew its market share by 32.2 per cent to consist of 4.8 per cent of the UK grocery market – just behind upmarket Waitrose who make up 4.9 per cent of the market.
Tesco lost 3.8 per cent of market share from 30.3 per cent to 28.9 per cent while Morrisons, The Co-operative and Iceland also lost sales, data from Kantar Worldpanel found.
Edward Garner, director at Kantar Worldpanel said Waitrose’s strategy to differentiate itself from other grocers was working well. “Waitrose has continued to resist pressure from the competition… and has grown sales by 3.4 per cent. This figure is well above the market average and thereby has lifted its market share.”
Lidl and Aldi are now among the top ten favourite brands in the UK, according to the YouGov brand index which measures consumer sentiments towards companies. Lidl grew sales by 19.5 per cent.
Asda and Sainsbury’s have maintained market share of 17 per cent and 16.6 per cent but the weak grocery market looks set to cause significant pressures for the big four for coming years.