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UK: Aldi market share at highest rate yet

Updated: Apr 14

Discount Retail Chain Aldi UK’s share of the grocery market has hit 11% for the first time as its sales grow at the fastest rate since January 2024, new data shows.


According to Kantar, Aldi’s market share rose by 0.3 percentage points from last year as its sales grew by 5.6%. Rival discounter Lidl’s sales surged by 9.1% in the 12 weeks to 23 March, taking its market share to 7.8%, 0.4 percentage points higher than a year ago.

Lidl also attracted 385,000 more shoppers last month more than any other grocer and saw a double-digit rise in footfall.


However, Ocado was once again named the fastest growing grocer, a position it has held for the past 11 months, as its sales increased by 11.2%. For the first time, the online supermarket took a 2% portion of the market.


Meanwhile, spending on groceries at M&S rose by 13.1%, on top of the goods sold through its joint venture, Ocado.


Tesco also boosted spending by 5.4%, almost half a billion pounds more than the same period a year ago and made the biggest share gain from 27.3% to 27.9%. Sainsbury’s reached 35 consecutive periods of year on year growth, with sales up 4.1% as it grew ahead of the market.


Sales at Morrisons were 0.6% higher, while Waitrose, Iceland and Co-op also experienced positive sales, up 2.7%, 1.8% and 1%, respectively.


Asda was the only UK supermarket to have experienced a decline in sales of -5.6%, as it held its 12.5% share of the market.


Overall take-home sales at the grocers increased by 1.8% over the four weeks, compared with a year ago, the slowest rate since June 2024. Grocery price inflation rose slightly to 3.5% over the same period.


Kantar head of retail and consumer insight Fraser McKevitt said: “With prices continuing to rise, supermarkets are mindful of the need to invest to attract shoppers through their doors. Promotional sales ramped up this month to 28.2% of total grocery spending, the highest level we’ve seen in March for four years.


“Despite the recent surge, we’re still some way off the promotional records hit in the wake of the financial crisis. Average spending on deal in 2012 was 39.8%, meaning there could still be more headroom to go. However, the market has changed a lot in that time, with the discounters holding a far higher share today than they did 13 years ago.”


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