Aldi’s market share has fallen behind where it was a year ago as shoppers head back to the traditional supermarkets for their groceries.
The latest data from NIQ shows sales at the discounter rose just 1.3% in the 12 weeks to April 20, in comparison to the 6.6% jump in sales at Sainsbury’s and 5.8% at Tesco.
As a result, Aldi’s share of the grocery sector slipped from 10.8% to 10.4%.
Meanwhile, sales at rival discounter Lidl surged 9.5% during the three months, pushing its market share up to 8.2%.
NIQ said the sales boost was helped by additional investment in media campaigns by the retailer highlighting new ranges and seasonal events to help drive visits to stores.
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The latest research showed Ocado confirmed its status as the fastest growing retailer as sales increased 12% over the last 12 weeks.
NIQ UK head of retailer and business insight Mike Watkins said: “The early Easter brought forward some spend to March so weekly growths in April were impacted. This in turn exaggerated some of the slowdown in growth which we were already seeing.
“However, the growth week ending April 20 at the major supermarkets was +2.6% and may be indicative of the level of growth now that inflation is in low single digits.”
He said that promotional activity will continue to increase as many shoppers still need to be persuaded to spend even with lower food inflation.
“Shoppers continue to shop around for the best offers. But there is a question mark about spending on fashion, technology and home goods with holidays and leisure activities more likely to see an uptick when disposable income increases.
“This means that for food retailers, much depends on the weather improving in the next few weeks to help maintain sales growth as the comparatives are now starting to get a bit tougher,” Watkins added.
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