Discounter Lidl turns out to be the biggest spender


For a third consecutive month, Lidl spent the most (£5.1m to be exact) amongst the grocers on TV and press advertising, 320% more than the same period last year.

The German discounter was slightly ahead of Asda (which spent £4.8m) in the four weeks ending 23 May 2015, according to Nielsen.

Lidl‘s ads focused on quality and its international food range, as well as their low prices for everyday items.

Marks & Spencer‘s ad spend was similarly up 131% to £1.8m

Mike Watkins, Nielsen‘s UK Head of Retailer and Business Insight said: “With consumer confidence at a nine-year high and a growing economy, food retailers‘ fortunes should gradually improve, with summer providing a further boost to spending intentions.

“Modest increases in advertising spend are also expected. However, more than ever, supermarkets need to work harder to ensure their messages cut through and resonate with shoppers, providing reasons beyond just lower prices.”    

During the same period, big four grocers Tesco and Asda both saw a decline in year-on-year sales, Tesco by 1.7% and Asda by 2.6%.

Sales at Sainsbury and Co-operative were flat, whilst the other six all experienced year-on-year growth, led by Aldi (20.5%) and Lidl (8.6%).


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