Aldi has secured a new record market share at 9.9% driven by a 25.4% increase in sales, as grocery price inflation rose to a record 17.5%.
According to the latest Kantar data, Lidl also saw a jump in its market share this month to 7.4% as the fastest growing supermarket.
Morrisons saw growth of 0.1% to 8.8%, while Waitrose also saw a positive period pushing sales up by 2.1%, the fastest rate of growth for the upmarket retailer since September 2021.
Of the Big 4 grocers, Asda sales increased by 7.3% ahead of Tesco and Sainsbury’s on 6.9%, however Tesco remains significantly in the lead as the UK’s leargest grocer with a 26.9% share of the market.
However, depsite positive growth across the sector, grocery price inflation rose to 17.5% over the four weeks to 19 March 2023, with households now facing an £837 increase in their annual shopping bills.
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“Unfortunately, it’s more bad news for the British public, who are experiencing the ninth month of double-digit grocery price inflation. However, shoppers are taking action and clearly hunting around for the best value,” Kantar head of retail and consumer insight, Fraser McKevitt said.
“The supermarkets are also tackling grocery price inflation, battling it out to demonstrate value and get customers through their doors. This is a fiercely competitive sector and if people don’t like the prices in one store they will go elsewhere, with consumers visiting three or more of the top 10 retailers in any given month on average.”
He added that store cards have become “an important way” to provide shoppers with value amid the cost-of-living crisis, offering “cheaper prices, coupons and points.”
According to Kantar’s latest data, more than 90% of shoppers have at least one loyalty card in their wallets, with usage on the rise.
McKevitt said that shoppers have also been bringing the cost of groceries down by choosing more own label lines, with sales of this up by 15.8% during the latest four weeks compared with last year.
“However, people are keeping some space in their baskets for the brands they know and love,” he said.
“Outside the discounters Aldi and Lidl, branded goods still make up 52% of the market and sales grew by 7.2% over the past month, the fastest rate we’ve seen since February 2021.
“Many brands are innovating and bringing new products to the shelves to maintain their popularity, and 10% of their sales in the last year came from new or updated items.”
