Sainsbury’s has revealed it gained market share from the discounter supermarkets for the first time over its last quarter as its invesment in value pays off.
The supermarket gained share from Aldi in its first quarter, and both Aldi and Lidl in its second quarter to 16 September.
The news comes as Sainsbury’s vies to win back shoppers who switched to discounters during the cost-of-living crisis.
CEO Simon Roberts said: “[Customers] are moving to us not just from our traditional competitors but for the first time we’re winning share from Aldi and Lidl too. We’re the only supermarket that can say that”.
Roberts explained the retailer had won market share as it was at its “most competitive ever” having also gained shoppers from all of its competitors.
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The grocer revealed yesterday that its had shot up over 10% year on year for the half.
Roberts noted that the business was selling “more food to more customers with bigger trolleys and baskets.”
Roberts said the company had been focussed on delivering its Food First plan, which it set out back in 2020, to put food “back at the heart of Sainsbury’s”.
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