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Aldi and Lidl, known for their bargain prices, are beating their competititors on premium products sales, new research finds.
The budget supermarkets are leading the way, growing their premium lines more than twice as quickly as the rest of their ranges, according to Kantar Worldpanel, a market research company.
Premium own label sales grew by 6.6 per cent in the past 12 weeks - well ahead of the overall grocery market .
The 'Deluxe with Love' range at Lidl include products such as a 28 day matured dry aged British beef stirloin or lemon and raspberry semiffreddo. While Aldi’s range include its own-label organic baby food and milk formula as well as premium wines now sold online.
Lidl retained its place as UK’s fastest growing supermarket increasing sales by 17.7 per cent to capture 4.4 per cent of the market. Aldi grew sales by 14.4 per cent to reach a new record high market share of 6 per cent.
The Co-operative saw sales increase by 3.9 per cent, its fastest growth since the Somerfield acquisition in 2011, while Sainsbury’s continued to lead the' big four' with a sales increase of 1.2 per cent.
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Asda and Morrisons saw sales declines of 3.9 per cent and 2.4 per cent respectively, the latter reflecting Morrisons' store closures accounting for 5 per cent of its trading space.
Kantar Worldpanel said overall UK grocery sales increased 1.1 per cent year-on-year — the fastest growth in 12 months which partly reflected this year's early Easter holiday.
“An early Easter gave the market a sales boost of £152 million compared to last year, adding 0.6per cent to the overall growth rate. Britain’s love of all things sweet was in evidence, with 63 per cent of households buying at least one chocolate egg during March, spending an average of £12 over the month,” said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel.
Tesco, Sainbury’s, Asda and Morrisons have struggled to compete with German discount supermarkets Aldi and Lidl .
The 20 best-loved British brands in 2016Show all 20 1 /20The 20 best-loved British brands in 2016 The 20 best-loved British brands in 2016 1. British Airways British Airways has come top of a list of the best British brands for third year in the row.
The 20 best-loved British brands in 2016 2. Rolex Rolex retained second position, also for the third year running, but faced increasing competition from third placed LEGO
The 20 best-loved British brands in 2016 3. Lego LEGO jumped up eight places in 2016
The 20 best-loved British brands in 2016 4. Dyson Dyson, the electronic goods specialist, climbed ten places to fourth, its highest ever position in the survey, following a high profile advertising campaign fronted by eponymous entrepreneur James Dyson
The 20 best-loved British brands in 2016 5. Gillette
The 20 best-loved British brands in 2016 6. Mercedes-Benz Mercedes Benz only sent 55 C55 AMG estates to the UK in right-hand drive
The 20 best-loved British brands in 2016 7. Apple Core values: Apple was ordered to pay $625.6m by a court in East Texas
The 20 best-loved British brands in 2016 8. Jaguar
The 20 best-loved British brands in 2016 9. Kellog's
The 20 best-loved British brands in 2016 10. Andrex Andrex puppy: Soft, strong and very long... no wait, that’s the product, not the pup. Very sweet, though
The 20 best-loved British brands in 2016 11. Nike
The 20 best-loved British brands in 2016 12. Heinz Heinz, Jaguar and Marks & Spencer all re-entered the top 20, replacing Boots, BMW and Fairy.
The 20 best-loved British brands in 2016 13. Coca-Cola
The 20 best-loved British brands in 2016 14. John Lewis John Lewis' festive advert features a girl, Lily, who connects by telescope with an old man alone on the Moon
The 20 best-loved British brands in 2016 15. Häagen-Dazs 5. Haagen-Dazs chocolate fondant
£3.29 for 200ml, tesco.com
Overwhelmingly chocolatey – with both chocolate ice cream, sauce and brownies in the mix. Just don't eat more than one.
The 20 best-loved British brands in 2016 16. Google Google's headquarters in Mountain View, California
Justin Sullivan/Getty Images
The 20 best-loved British brands in 2016 17. Virgin Atlantic Winging it: behind-the-scenes documentary 'Virgin Atlantic: Up in the Air'
ITV
The 20 best-loved British brands in 2016 18. Marks & Spencer
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The 20 best-loved British brands in 2016 19. Amazon.co.uk
AFP
The 20 best-loved British brands in 2016 20. Microsoft The biggest faller within the Top 20 was US tech giant Microsoft, which dropped 16 places.
Josh Edelson/AFP/Getty Images
The ongoing price war has seen supermarket prices fall for more than the last year.
The budget supermarkets have also topped the sixth annual Global Brand Simplicity Index .
While Aldi comes first on the global index for the third year running, Lidl has topped the list in the UK.
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