Aldi’s share of UK supermarket industry reaches new high

Aldi has grown its latest share of the UK grocery market to a new record high of 3.8%, compared to 3% this time year, according to the latest data from Kantar Worldpanel, published today for the 12 weeks ending 13 October.

Edward Garner, director at Kantar Worldpanel, said: “Aldi’s year-on-year growth rate of 31.7% is the latest in an unbroken series of double-digit growth figures that date back to early 2011.

“The retailer has done a particularly good job in conveying its competitive pricing message through its ‘Like Brands Only Cheaper’ and subsequent ‘Swap and Save’ campaigns – both of which have given the supermarket a clear point of difference.

“Lidl’s growth of 13.1% is somewhat overshadowed by Aldi’s performance but it nevertheless keeps up a strong run. The combined discounter share of 6.8% continues to grow and has remained above that of the Co-operative since March this year.”

The only grocers to resist pressure from the discounters are Sainsbury’s and Waitrose, which have outperformed the market with growth of 3.7% and 7.6% respectively. The polarisation of the grocery market “continues unabated”, with Tesco, Asda and Morrisons all recording growth behind the 3% market average.

Iceland’s share is static at 2% this period despite growth dipping below the market average. Its position is likely to strengthen in the run-up to Christmas when it traditionally performs as a result of its frozen party food offering.

Grocery inflation remains at 4.2% for the 12-week period ending 13 October. This exceeds the overall grocery market growth of 3% and implies increased pressure on households to manage down their “personal inflation” by seeking lower prices.

Source: Kantar Worldpanel

Publication date: Wed 23 Oct 2013