Aldi sees new market share rise

Aldi has impressed market share analysts once again, with its latest market share of 3.8% and year-on-year growth of 31.7%.

The discounter has repeatedly performed well in Kantar Worldpanel’s grocery share index, the latest of which, for the 12 weeks ending 13 October, showed Aldi’s all-time record and sharp increase in market share.

“Aldi’s year-on-year growth rate of 31.7% is the latest in an unbroken series of double-digit growth figures that date back to early 2011. The retailer has done a particularly good job in conveying its competitive pricing message through its ‘Like Brands Only Cheaper’ and subsequent ‘Swap and Save’ campaigns – both of which have given the supermarket a clear point of difference,” said Kantar Worldpanel director Edward Garner.  

Yet Garner pointed out that Lidl’s year-on-year growth of 13.1% overshadowed Aldi’s performance, but said the supermarket fought a strong fight. “The combined discounter share of 6.8% continues to grow and has remained above that of The Co-operative since March this year,” he concluded.

Meanwhile, Sainsbury’s and Waitrose have managed to defend their market share from the pressures of the discounters, with each growing 3.7% and 7.6% respectively. “Elsewhere, the polarisation of the grocery market and subsequent pressure on the middle-ground continues unabated, with Tesco, Asda and Morrisons all recording growth behind the 3% market average,” said Garner.

Iceland’s market share was frozen at 2% for the period, yet Garner predicts its position will strengthen in the coming months and the run-up to Christmas, “when it traditionally performs as a result of its frozen party food offering”.