Lidl has \u201cofficially\u201d become Britain\u2019s fifth-largest supermarket, overtaking Morrisons. The discounter now holds an 8.6% market share, according to the latest Worldpanel data.<\/p>\n
Sales rose 8.8% in the 12 weeks to 17 May, and the company benefitted by \u00a3661 million as customers switched over from competitors.<\/p>\n
Ryan McDonnell, CEO of Lidl GB, described becoming Britain\u2019s fifth-largest supermarket as a \u201csignificant milestone.\u201d He said: \u201cAs customer expectations shift, households are looking for value they can rely on without compromising on quality, and we remain laser-focused on delivering exactly that.<\/p>\n
\u201cAchieving this is a testament to the dedication of our colleagues, whose hard work delivers for our customers every single day. As we move forward with our ambitious expansion plans, we\u2019ll bring great value and quality products to even more communities across Great Britain.\u201d<\/p>\n
Shifting grocery landscape<\/p>\n
The \u2018Big Four\u2019 UK supermarkets traditionally included Tesco, Sainsbury\u2019s, Asda and Morrisons \u2013 but this hierarchy has been disrupted by the arrival of German supermarkets on the UK grocery scene. Aldi is currently the UK\u2019s fourth-largest supermarket, with roughly 10% marketshare.<\/p>\n
Tesco continues to dominate with over 28% market share. Sainsbury\u2019s is on nearly 16%, with Asda \u2013 which, like Morrisons, has struggled to compete with the low cost German supermarkets \u2013 on around 11-14%.<\/p>\n
Both Aldi and Lidl have benefited from changing consumer behaviour as a result of ongoing cost-of-living pressures. This has also seen supermarket own-brands hitting 52% of total UK grocery market volumes as consumers prioritise value ahead of more expensive branded products.<\/p>\n
Loyalty scheme = growth driver<\/p>\n
Lidl Plus \u2013 the company\u2019s loyalty scheme \u2013 has proved to be a very successful growth driver for the company. Boasting roughly 11 million users, it is the fourth most popular loyalty scheme in the UK \u2013 although it recently faced criticism when users complained that its new Points Plus scheme was less generous than the previous scheme<\/a>.<\/p>\n With cost-of-living pressures showing little sign of easing as consumers continue to belt-tighten, and ambitious plans to expand further within the UK, Lidl \u00a0\u2013 and its rival Aldi \u2013 could be looking at further growth over the coming months.<\/p>\n Stay informed<\/p>\n Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research.\u00a0Click here to subscribe to the FREE newsletter sent straight to your inbox<\/a>. Why not\u00a0follow us on LinkedIn\u00a0<\/a>to receive the latest updates on our research and analysis?<\/p>\n","protected":false},"excerpt":{"rendered":"Lidl has \u201cofficially\u201d become Britain\u2019s fifth-largest supermarket, overtaking Morrisons. The discounter now holds an 8.6% market share, according…\n","protected":false},"author":2,"featured_media":50225,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[2],"tags":[13,25185,5618,1930],"class_list":["post-50224","post","type-post","status-publish","format-standard","has-post-thumbnail","category-britain","tag-britain","tag-grocery","tag-performance","tag-retail"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@UnitedKingdom\/116647955493379605","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/50224","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/comments?post=50224"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/50224\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media\/50225"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media?parent=50224"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/categories?post=50224"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/tags?post=50224"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}