Sainsbury’s Defies Competition from Aldi and Lidl with No Loss in Market Share
In a surprising turn of events, Sainsbury’s remains the only major supermarket not losing market share to Aldi and Lidl, the German discounters, according to recent figures.
Aldi experienced a 24% increase in sales in the three months leading up to July 9, while Lidl saw a 22% increase.
Market research company Kantar also revealed that Lidl is closing in on Bradford-based supermarket Morrisons, with a market share of 7.7% compared to 7% last year.
Last summer, Aldi surpassed Morrisons to become the fourth largest supermarket. Now, Lidl is on track to overtake Morrisons as well.
Meanwhile, other major supermarket chains including Tesco, Asda, Morrisons, and Waitrose have all experienced a decline in market share.
Market share: German discounter Lidl is closing in on Morrisons, holding up 7.7% of the market versus 7% last year
By contrast, Morrisons, which has faced challenges since its takeover by private equity in October 2021, has seen its market share drop from 9.4% to 8.7%.
Sainsbury’s, the second largest supermarket after Tesco, managed to hold on to its 14.9% market share by retaining customers through its loyalty scheme with Nectar Prices.
According to Fraser McKevitt of Kantar, while supermarket price rises remain high, inflation in the sector has been decreasing for four consecutive months.
Currently, Britons are spending £683 more on their annual grocery bills compared to a year ago due to inflation.
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