Aldi hit a new record market share of 10.1% in the last 12 weeks, as consumers continue to shop around for the best prices.
According to the latest data from Kantar, the discount grocer’s sales increased by 25%, just behind rival Lidl, which saw a 25.1% sales increase and also hit a record market share of 7.6%.
Kantar head of retail and consumer insight, Fraser McKevitt said this came as a result of consumers “visiting at least three major retailers every month on average.”
“Retailers are really battling it out to show value to shoppers, but if consumers feel their offer isn’t quite right then they’ll go elsewhere.”
Of the grocery multiples, Asda saw the largest sales growth of 8.8% with a market share of 14%, while Tesco and Sainsbury’s sales grew by 8% and 8.7%, claiming 27% and 14.9% of the sector, respectively.
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Although upmarket retailer Waitrose saw a dip in its market share down 0.3% to 4.5%, sales were up by 3.2%, its best performance since June 2021.
This comes as grocery price inflation eased slightly to 17.3% in the previous four weeks and take home grocery sales grew by 8.1%.
While McKevitt said that this will be “welcome news for shoppers,” he added that “it’s too early to call the top.”
“We’ve been here before when the rate fell at the end of 2022, only for it to rise again over the first quarter of this year. We think grocery inflation will come down soon, but that’s because we’ll start to measure it against the high rates seen last year.”
However, despite this dip in inflation, shoppers continue to switch to own-label lines, with the category growing at 13.5%.
For the cheapest own label lines, sales are soaring by 46% in comparison to a year ago, with these types of products now present in nearly one in five baskets.
