Aldi sets records amid ‘polarised’ grocery market
Published:  25 April, 2013

Discount retailer Aldi has set two records in the latest grocery share data published this week.

According to the figures, published by Kantar Worldpanel, Aldi saw its highest ever growth of 31.1% and delivered a record market share of 3.4%.

The grocery share figures, which were for the 12 weeks ending 14 April, showed an “increasingly polarised grocery market”, said Kantar director Ed Garner. As such, along with Aldi, Waitrose and Lidl also posted record market shares.

Garner said: “Pressure on household budgets is undoubtedly driving some of the growth at the discounters, but messages about quality are starting to resonate. Lidl announced this week that it will increase its fresh meat and poultry floor space by 50% within the year, and Aldi’s new ‘convenience’ store in Kilburn is a departure from its traditional edge-of-town offering.”

He also explained that such changes were likely to appeal to a new and different group of shoppers, which will further support the performance of the discounters even further.

Waitrose, meanwhile, has seen its strong performance continue to a record share of 4.9%. Garner pointed out that this could be down to shoppers rating Waitrose “highly” in terms of provenance and “clearly-defined” supply chains, as well as having “important credentials” in the wake of the horsemeat scandal, “which have clearly boosted sales at the retailer”.

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