Lidl GB has generated more than £650m in sales from shoppers switching from rival supermarkets, according to reports, as cost-of-living pressures continue to drive demand for cheaper groceries.

The discounter’s turnover rose 10.8 per cent to £13bn in the year to 28 February 2026, up from £11.7bn the previous year, as it attracted 43 million additional customer visits.

Earlier this month, Lidl shared it has invested £400m in price cuts and promotions this year.

It is unsurprising that its growth has outpaced that of the UK’s traditional supermarket chains. Tesco’s sales increasing 4.6 per cent and Sainsbury’s rising 4.3 per cent in their respective latest financial years. Morrisons reported revenue growth of 3.2 per cent, while Asda’s sales fell 3.3 per cent.

Lidl overtook Morrisons to become the UK’s fifth-largest grocer by market share in May, reaching an 8.7 per cent share, according to industry figures reported at the time.

The retailer said increased footfall helped drive a 486 million rise in the number of products sold during the year, with growth across key categories including fresh meat, poultry, fruit and vegetables.

Its premium Deluxe range also recorded a 12 per cent increase in sales, suggesting shoppers are continuing to seek out more affordable ways to enjoy premium products at home.

Lidl GB chief executive Ryan McDonnell attributed the supermarket’s appeal to its focus on value and predominantly own-label range, which enables it to maintain competitive prices.

The business invested £315m in price cuts and promotions during the financial year to help sustain its price position.

Pre-tax profit climbed 31.1 per cent to £205.5m, up from £156.8m a year earlier, while operating profit increased 9.9 per cent to £345m.

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