Lidl is closing in fast on Morrisons while Asda is continuing to feel the pressure, according to the latest figures from Worldpanel by Numerator (formerly Kantar).

Data showed that over the 12 weeks to 10 August 2025, Lidl grew sales by 10.7%, lifting its share of the market to 8.3%, just a fraction behind Morrisons at 8.4%.

The discounter was the joint-fastest growing retailer alongside online supermarket Ocado, which also posted a 10.7% rise, taking its share to 1.9%.

Asda, meanwhile, saw sales rise by just 2.6% over the same period, leaving its share flat at 11.8% and trailing behind Aldi, which holds 10.8% after a 4.8% sales growth.

Tesco extended its lead at the top of the table, enjoying its biggest monthly share gain since December 2024. Its slice of the market rose 0.8 percentage points to 28.4%, driven by sales growth of 7.4%.

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Sainsbury’s also put in a solid performance, with sales up 5.2% and market share holding firm at 15%.

The latest Wordpanel data showed Morrisons’ position appearing increasingly precarious as industry experts warn the Bradford-based grocer risks being pushed into sixth place for the first time in its history.

Lidl’s surge has narrowed the gap to just 0.1 percentage points, piling more pressure on CEO Rami Baitieh as he attempts to turn the business around following a challenging few years.

Worldpanel’s head of retail and consumer insight Fraser McKevitt said grocery inflation had eased slightly to 5.0%, down from 5.2% in July, but shoppers remain cautious.

“Consumers are continuing to adapt their behaviour to make ends meet,” he said. “While eating out is down, shoppers are still treating themselves in-store, with branded grocery sales up 6.1% – ahead of own-label for the first time in over a year.”