The latest grocery share figures from Kantar Worldpanel, for the 12 weeks ending 29 March 2015, show that Aldi has become Britain’s sixth largest supermarket, beating Waitrose to the slot for the first time.
Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, explained, “Aldi has recorded double-digit sales growth for the past four years and is now Britain’s sixth largest supermarket with 5.3% of the market. Growth has been fuelled by over half a million new shoppers choosing to visit Aldi this year and average basket sizes increasing by 7%. The German discounter’s sales have increased by 16.8% in the latest period, still high compared to other retailers but slower relative to its recent performance.”
The figures show that Lidl and Waitrose were the only other retailers to grow sales ahead of the market and increase their market share in the latest period. Waitrose increased its sales by 2.9% compared with this time last year and now accounts for 5.1% of the grocery market. Waitrose has grown its sales in an unbroken run stretching back to March 2009. Lidl’s 12.1% sales growth moved it up to a 3.7% share of the market.
There was also some good news for Sainsbury’s, which Sainsbury’s which returned to growth this period for the first time since August 2014. Fraser McKevitt added, “The changing structure of Britain’s supermarket landscape is illustrated by two facts. Firstly, the so called discounters Aldi and Lidl now command a combined 9.0% share of the market. In 2012 the same two retailers only accounted for 5.4% of grocery sales. Secondly, the 72.8% share taken by the biggest four retailers is now at the lowest level in a decade.”