Belfast Telegraph

Lidl continues to eat away at big three's supermarket share here

Analysis: Douglas Faughnan
Analysis: Douglas Faughnan
Emma Deighan

By Emma Deighan

The latest Northern Ireland grocery market survey shows that budget retailer Lidl is consistently taking a larger share of the supermarket sector here.

The Kantar Worldpanel Market Share survey for the 52 weeks ending February 24, 2019, revealed that Lidl's consumer spend rose by 9.1% compared to the same period last year, while its share of the market grew by 0.4% to 5.9%.

The German retailer, which has 39 stores in Northern Ireland, including plans for a new Dundonald outlet, has been consistently increasing its share since it first opened here in 1999.

Douglas Faughnan, consumer insight director at Kantar Worldpanel, said: "Lidl now claims 5.9% of Northern Irish grocery, gaining 0.4 percentage points in value share year-on-year.

"Lidl's continued growth in Northern Ireland has been led by shoppers buying more at the retailer, with households now purchasing an average of 15.2 items per visit. This represents two additional products purchased per trip compared with the same period last year which, combined with the fact that almost three quarters of the population visited Lidl this quarter, has contributed to its impressive sales."

The top four supermarkets here in February were Tesco, Sainsbury's, Asda and Lidl, in that order. All of the top four experienced a growth in sales, but none so much as Lidl.

Tesco's sales grew by 1.1%, while Sainsbury's and Asda saw sales rise by 1.5% and 0.4% respectively.

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Both Tesco and Asda's supermarket share dropped in February. Tesco saw its share decrease by 0.2% to 35.1% while Asda's share dropped by 0.2% to 17% of the market. Meanwhile, Sainsbury's retained its 17.3% share.

Belfast Telegraph