// Lidl GB reveals it has gained nearly £11m in switching gains from M&S, Waitrose and Sainsbury’s in the past month
// Switching was fuelled by Lidl’s high-quality fruit and vegetables, with the latter reaching a market share high of 10.2%
Over the past 12 months, Lidl GB has seen a total of £120m coming from households choosing to shop at the discounter instead of the premium-priced supermarkets amid the cost-of-living crisis.
Shoppers switched nearly £11m from M&S, Waitrose and Sainsbury’s in January this year, an increase of over £10 million year on year, the German discounter said.
Contributing to the increase is Lidl’s fruit and veg range, with the latter reaching a market share high of 10.2%, as shoppers increasingly turn to the discounter for its high-quality fresh produce.
Customers are also being enticed to the discounter by its fresh meat and poultry, which also reach a new record market share, as Lidl continues to overtrade across the category.
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Lidl GB chief executive Ryan McDonnell said: “It’s clear that a lot of shoppers are now refusing to pay a premium for their groceries.
“As we progress into 2023, we are seeing more customers coming through our doors, switching spend to Lidl from premium supermarkets. We know they switch to us to make savings, but then they stay with us when they realise that they’re not having to compromise on quality.”
Last week, the discounter unveiled plans to invest £4 billion into British food business in 2023, cementing its support for suppliers across the country.
This accelerates initial spending plans unveiled in 2019, which saw the retailer commit to a five-year £15 billion investment in the British Food Industry from 2020 to 2025, with the figure now expected to hit £17 billion.
Since March 2020, the discounter has invested £10 billion, and in 2022 almost £500m worth of exports from British suppliers went to other Lidl markets, helping them to open up additional revenue streams and grow their businesses in a challenging macroeconomic environment.
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