Polarised grocery market

Consumer // Shoppers 23.04.2013

Ed Garner

Director, Kantar Worldpanel

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UK grocery share data shows all-time record shares for Waitrose, Aldi and Lidl

The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 14 April 2013, show an increasingly polarised grocery market as Waitrose, Aldi and Lidl all posted record market shares. 

Aldi has set two records in the latest period, with its highest ever growth of 31.1% delivering a record market share of 3.4%. Lidl's market share of 3.0% is also an all-time high for the retailer.

Pressure on household budgets is undoubtedly driving some of the growth at the discounters, but messages about quality are starting to resonate. Lidl announced this week that it will increase its fresh meat and poultry floorspace by 50% within the year, and Aldi's new 'convenience' store in Kilburn is a departure from its traditional edge-of-town offering. These changes are likely to appeal to a new and different group of shoppers which will bolster the performance of the discounters even further.

Meanwhile, the strong performance of Waitrose has continued, leading to a record share of 4.9%. Shoppers rate Waitrose highly in terms of provenance and clearly-defined supply chains - important credentials in the wake of the horsemeat scandal and factors which have clearly boosted sales at the retailer.

Read more on the Kantar Worldpanel website and join the debate #kwpmarketshare. 

Source : Kantar Worldpanel


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