Aldi and Lidl gain market share again as UK shoppers begin buying festive treats

A total of £8m was spent on mince pies in September, according to latest figures

Discounters Aldi and Lidl grew market share again in the 12 weeks to 7 October, as the Big Four supermarkets struggled to hold onto customers, according to new data from Kantar Worldpanel.

Tesco, Sainsbury’s and Asda all lost a portion of market share, while Morrisons held on to its 10.3 per cent stake.

Aldi grew its share from 6.8 per cent to 7.6 per cent, with sales rising 15.1 per cent, while Lidl’s share increased to 5.6 per cent from 5.2 per cent, on 10 per cent sales growth.

Co-op was the only other bricks and mortar retailer to grow market share over the quarter, increasing its portion from 6.2 per cent to 6.4 per cent.

Sales went up at all supermarkets, as shoppers began buying seasonal foods again. Kantar reported that £51m was spent on whole chickens and £62m on roasting joints in September, while 8 per cent of households spent a total of £8m on mince pies last month.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, comments: “Consumer spending often slows in early autumn, after the excesses of summer barbecues and before the festive season kicks off.

“The arrival of colder weather and darker evenings has inspired consumers to embrace hearty comfort foods and stock up on Sunday roast staples.”

Meanwhile, focusing on Tesco, Mr McKevitt noted that despite “widespread interest” in the launch of its discount brand Jack’s last month “the small number of stores planned means it won’t have an impact on Tesco’s market share without a significant expansion”.

Tesco opened two Jack’s stores in September and announced plans for up to 15 more next year. The group put itself in direct competition with Aldi and Lidl as it said Jack’s would be “cheapest in town”, with a focus on British products.