Sainsbury's and Waitrose resist pressure from Aldi and Lidl growth

Data for the 12 weeks ending October 13 showed that Sainsbury’s sales increased 3.7% as its market share grew from 16.6% to 16.7%

Waitrose sales surged 7.6%, while its market share increased from 4.7% to 4.9%.

Both have grown above the 3% market average in sales growth, despite Aldi and Lidl’s strong, consistent growth.

Aldi’s market share rocketed from 3% to 3.8% after sales surged 31.7% year-on-year. Lidl’ sales have grown 13.1%. It now holds a 3% share of the market, up from 2.7% last year.

Kantar Worldpanel director Edward Garner said: “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. 

“Lidl’s growth of 13.1% is somewhat overshadowed by Aldi’s performance but it nevertheless keeps up a strong run.  The combined discounter share of 6.8% continues to grow and has remained above that of the Co-operative since March this year.”

Tesco, Asda and Morrisons are all recording growth behind the 3% market average. Tesco sales edged up 0.4%, Asda sales jumped 1% and Morrisons increased 1%. All three grocers saw their market share decline.

Iceland’s share remained static at 2%, as sales increased 2.3% year-on-year. But Kantar believes its position is likely to strengthen in the run-up to Christmas due to its frozen party food offering.