Belfast Telegraph

Record sales for Lidl as customers snap up luxury lobsters

By Staff Reporter

Budget supermarket Lidl notched up record sales over the Christmas period after a surge in lobster sales. The German chain said sales increased 10% over December, its best festive sales performance.

The group did not disclose like-for-like sales for the period, a more widely used industry measure of performance.

In Northern Ireland, Lidl has continued to increase its share of the grocery market.

The company, which has 38 stores here, now makes up 5.2% of supermarket spend in the province. But it's still some way off market leaders such as Tesco, Asda and Sainsbury's.

Across its UK business, Lidl said customers lapped up festive favourites, helping sales of carrots, parsnips, sprouts and potatoes rise 60%.

A Twitter campaign saw the price of the supermarket's luxury lobster drop to £2.99, resulting in 40,000 sales in one day. Turkey sales increased by 40% following an advertising campaign.

Boss Christian Hartnagel said: "It's incredibly encouraging that, during this highly competitive time, we have achieved our most successful festive trading period ever.

"We are unwaveringly committed to helping customers save as much money as possible

"We also remain fully committed to our ongoing expansion plans, which will see the opening of up to 50 new stores next year, along with two new regional distribution centres, creating thousands of new jobs up and down the country."

The figures come after rival Aldi posted a 15% rise in sales over December.

Latest Northern Ireland figures show Asda is now the second most popular supermarket here.

With 17.4% of the market share, almost one-fifth of the food, alcohol, household, health and beauty products bought here were purchased at one of the chain's 17 stores, according to Kantar Worldpanel.

Asda has now overtaken Sainsbury's to claim the number two spot for the third time this year, after growing its share here by 0.8%.

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