Belfast Telegraph

Christmas cheer for discount retailers

By John-Paul Ford Rojas

Aldi and Lidl dramatically increased their market share over the Christmas period as £1 in every £14 in grocery spending went to the discount retailers.

The two brands took a 7.1% share over the 12 weeks to January 5 compared to 5.8% the year before, with Aldi increasing total sales to more than £1bn.

Data from Kantar Worldpanel confirmed Morrisons as the big loser in the sector as it was the only business to see a fall in total sales. Its delay in launching an online operation saw it miss out on a web ordering surge that propped up its rivals.

Total grocery sales were up 2.9%, but Waitrose again showed its success in luring higher-spending shoppers by beating the figure with a 6.4% improvement and taking its market share 0.1% higher to 4.8%.

Tesco and Sainsbury's also muscled in on the premium market as their Finest and Taste the Difference brands strongly outperformed their value ranges.

Of the big four grocers, only Sainsbury's held its own in market share, at 17.1% and helped it draw level with Britain's second biggest supermarket, Asda, which saw its slice fall from 17.5% to 17.1%.

Tesco, still the largest by a distance, fell from 30.4% to 29.6% as it managed only a 0.2% increase.

But Morrisons dipped from 12% to 11.5% as total sales fell by 1%.

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