Lidl overtakes Waitrose as United Kingdom shoppers turn to discounters

22 August, 2017, 23:12 | Author: Terri Saunders
  • Because of the wet weather supermarkets missed out on an estimated £8mln of burger sales

Lidl, which has been targeting middle-class families in recent marketing campaigns, grew its sales by 0.7 percentage points in the 12 weeks ending 13 August, bumping up its market share to a record high of 5.2 per cent.

Kantar Worldpanel unveiled in a statement today that overall supermarket sales in the United Kingdom had climbed four percent year-on-year in the 12 weeks ending August 13, with all four of Britain's biggest grocers managing to grow sales for the fifth consecutive period.

Fraser McKevitt, head of retailer and consumer insight at Kantar, said Lidl was growing sales much faster among families than from households without children.

The discount retailer has gained 0.7 percentage points of share in the a year ago, taking it above Waitrose and into the UK's top seven supermarkets, as consumers turn further towards discount retailers.

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All of Britain's big four grocers - market leader Tesco, Sainsbury's, Asda and Morrisons - increased their sales in the period but they still lost market share to the discounters, who, unlike the big four, are continuing to open new stores. Sainsbury's sales also saw a two per cent jump, but its market share also fell 0.3 per cent to 15.8 per cent. "The big four now account for just 69.3pc of the United Kingdom grocery market - down from 76.3pc five years ago - and that looks set to fall further in the coming months." said McKevitt.

As of 10:24 BST, Tesco's share price had rallied 3.32 percent to 182.81p, outperforming the broader United Kingdom market, with the benchmark FTSE 100 index now standing 0.63 percent higher at 7,365.12 points. At the current rate, price increases could add a further £138 to the average household's annual grocery bill, with the price of butter and fish most affected.

Asda also recently reported a return to positive growth following more than 10 consecutive quarters of decline. Sales of branded goods were up 7% year on year at Waitrose - particularly noteworthy at a time when many retailers are focusing more on their own label lines. The Co-op was the only retailer to see a sales drop (0.4%) over the period. Meanwhile online specialist Ocado increased sales by 12.6%, now holding 1.4% of the overall grocery market.

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