Lidl supermarket. (Photo Credit: Evelyn Simak/CC BY-SA 2.0)

Aldi and Lidl with increasing market shares in the UK

German-based discounter chains, Aldi and Lidl have seen their sales go up 32 per cent and 17.2 per cent, respectively, in the UK, in the three months to 2 February, according to Kantar Worldpanel.

The same source points out that, as a consequence, Aldi has now 4.1 per cent, and Lidl, 3.2 per cent of the total market share.

Aldi registered a total till revenue rise reaching GBP 1.1 billion (USD 1.8 million), while Lidt recorded GBP 854.8 million (USD 1.4 million) in the same period.

Waitrose was the third that had a largest increase after discounters, with sales up 5.6 per cent compared with a year ago.

Meanwhile, the Big Four (Tesco, Asda, Sainsbury’s and Morrison) showed mixed results regarding earnings.

Tesco, Britain biggest chain, faced a drop of 0.4 per cent, and Morrisons a decline of 2.5 per cent.

On the other hand, Asda and Sainsbury's, which are second with 17.1 per cent of the market, showed a rise of 0.5 and 2.7 per cent respectively.

Retail analyst at Kantar Worldpanel, Fraser McKevitt, explained the change in the shoppers’ habits, which "evolve from using the so called discounters to pick up a few items in between shops to them being considered an acceptable place for the weekly shopping trip”, The Guardian informed.

Surely, the most revealing data is the average amount spent at Aldi by each customer per visit, which rose up to 15 per cent.

Rather than expect consumers to abandon the Big Four massively, Aldi is satisfied -- at least for the time being -- gathering the promiscuous shoppers, and strives to give them what is left outside of the weekly shop, Freshplaza reported.

It is expected the trend will continue even if consumers’ personal finances improve after the recession.

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