Lidl has left Waitrose behind in the list of the biggest supermarkets after a success with family customers, according to the new data.
Lidl’s market share expanded to unprecedented 5.2% in the 12 weeks to mid-August, as Kantar Worldpanel figures show.
The discount retailer’s shares have grown by 0.7 points for the last year, bringing it on top of Waitrose, as people look more to discount stores. In 3 weeks retailer’s volume of sales rose by 18.9% in total thanks to family shopping.
Family customers help Lidl increase sales 40% quicker than shoppers with no children, stated Fraser McKevitt of Kantar Worldpanel. The former group regularly buys more products, that’s why steady growth with this social group allowed Lidl to expand year on year, he added.
Another discount chain Aldi, number five in the country, has seen rapid growth too, with sales running up by 17.2%. Total supermarkets sales boost made up 4% in three months, though this year’s weather made adjustments to the sales of ice creams – 9% drop, and burgers – down 25%.
The top four UK supermarkets sales were up for the fifth period in a row, though their common market share went down.