Lidl has reported a rise in customers switching from “premium” supermarkets as shoppers “increasingly turn to the discounter for its high-quality fresh produce”.

The value retailer said that Kantar data showed customers switched £11m from Marks & Spencer, Waitrose and Sainsbury’s last month, resulting in an increase of more than £10m year on year.

Lidl also reported that it had drawn spend of £120m from households opting to shop at Lidl, rather than more established competitors, over the past year.

Lidl attributed its success to high-quality products such as its fruit and vegetable range, as the latter reached a market share high of 10.2%.

Lidl GB chief executive Ryan McDonnell said: “It’s clear that a lot of shoppers are now refusing to pay a premium for their groceries. 

“As we progress into 2023, we are seeing more customers coming through our doors, switching spend to Lidl from premium supermarkets. 

“We know they switch to us to make savings, but then they stay with us when they realise they’re not having to compromise on quality.”

Last week Lidl pledged to invest £4bn into the British food industry this year.

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