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Home arrow Marketing Research News arrow Latest Market Research Findings arrow No Stopping Aldi - Another Record Share For The Discount Retailer
No Stopping Aldi - Another Record Share For The Discount Retailer PDF Print E-mail
Written by Kantar Worldpanel   
22 Oct 2013

The latest grocery share figures from Kantar Worldpanel, show a further step in the remarkable rise of Aldi.  Its latest market share of 3.8% is yet another all-time record and is a sharp increase compared with 3.0% this time last year.

Edward Garner, director at Kantar Worldpanel, comments: “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.”

The only grocers to resist pressure from the discounters are Sainsbury’s and Waitrose which have outperformed the market with growth of 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 3.0% market average.

Iceland’s share is static at 2.0% this period despite growth dipping below the market average.  Its position is likely to strengthen in the run-up to Christmas when it traditionally performs as a result of its frozen party food offering. 

Edward Garner

For more information regarding this article please visit: www.kantarworldpanel.com/en/ | @K_Worldpanel 

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Last Updated ( 22 Oct 2013 )
 
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