Aldi has retained the title of the fastest growing retailer in June as sales rose by 24.6%, pushing it to a new record market share of 10.2%, according to Kantar.
Fellow discounter Lidl also saw sales increase by 23.2% as it claimed 7.7% of the market for the 12 weeks to 11 June 2023.
This comes as grocery price inflation dropped to its lowest level since 2022 sitting at 16.5%, and British take-home grocery sales rose by 10.8%.
Across the Big 4 grocers, Tesco held its 27.1% market share, while Sainsbury’s and Asda’s sales both grew 10%.
Sainsbury’s now holds 14.9% of the total market share, while Asda stands at 13.7%.
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Morrisons saw growth for the fourth consecutive month as sales rose by 0.8% and its market share increased to 8.8%.
Kantar head of retail and consumer insight, Fraser McKevitt said this is a “modest rise compared to rivals but there are positive signs for the retailer.”
“Its Morrisons Savers range is Britain’s fastest growing value line, nearly doubling sales compared to last year, as consumers turn to own-label.”
Co-op also saw a rise in sales by 3.8% with a market share of 5.8%, while Waitrose now holds 4.5%.
McKevitt said that the cost-of-living crisis has changed the way that retailers typically price products.
“The proportion of products sold for £1, the single most popular price for a grocery item, has almost halved in a year from 9% to 5%. That’s a big shift. Traditionally, ‘round-pound’ prices have been attractive to shoppers, who find them easier to relate to and practical as well with no leftover change.”
He added that as retailers are “eager to offer value” and cash buying having become less popular, £1.25 has emerged as an “increasingly important price point.”
