The U.K. is one of the most sophisticated grocery retail markets in the world. Hence, it is particularly noteworthy that the combined market share of Aldi and Lidl reached an all-time high in the 12 weeks to November 4, 2018, according to Kantar Worldpanel.
Aldi’s sales increased by 15.5% compared to the same period a year ago, while Lidl’s sales are up 10.2%, wrote Jan-Benedict Steenkamp
Keynote Speaker, AND Author on Linked In. Benchmark this against an increase at the total market level of 2.6% and an increase in Tesco’s sales of a mere 0.4%. KWP further reported that noted that almost two-thirds of UK households now shop at hard discounters versus just under 50% five years ago. This should not surprise us. The days that shopping at hard discounters carried a stigma are long over. Many people go there because they see themselves as “smart shoppers” and appreciate the quality and the surprises these players offer in their center aisle. These are positive shopping motivations, setting these players on a path of continued growth.