Aldi holds its own in supermarket share race

Aldi has wowed analysts by increasing its market share, yet again.

According to the latest grocery market share data, for the 12 weeks ending 9 June, Aldi, Lidl and Waitrose have all shown growth, with Waitrose netting share from the big four.

Budget supermarket Aldi has a distinct market share of 3.6% – an “increasingly frequent occurrence for the retailer, which has averaged 30% annual sales growth throughout 2013”, said director of Kantar Worldpanel Ed Garner.

Both Lidl and Waitrose are holding shares of 3% and 4.9% respectively. However, Waitrose has recorded growth of 10.4%, which Garner said was well over three times the market average.

“These performances have enabled Aldi, Lidl and Waitrose to exert continued pressure on the big four, with share dips for Tesco, Asda and Morrisons.  Only Sainsbury’s bucks the trend, increasing its share to 16.7% and posting market-beating sales growth of 3.5%,” he said.

Meanwhile Morrisons’ shares have continued to shrink and it is showing its lowest loss period for 2013.

Garner concluded: “The continuing polarisation of the grocery market poses a difficult question for the big four retailers – how to make their offer appealing in an increasingly squeezed market.”


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