Data Shows Lidl Won Spend From Every Competitor Over Christmas

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 Namnews, 11th January 2024

New data from Kantar shows that Lidl achieved over £116m in switching gains during the Christmas period, with it the only grocer to win spend from all the leading supermarkets.

The discounter achieved switching gains of £51.6m from Tesco, Sainsbury’s, Morrisons and Asda. Meanwhile, Lidl secured £12.2m from key rival Aldi. The remaining switching spend came from the ‘premium’ supermarkets and other food outlets, amounting to £52.3m.

The performance comes off the back of a record Christmas for Lidl, with its sales up 12% and further market share growth.

NAM implications:
  • Bad news for Aldi, added pressure on UK performance…
  • Key for ‘premium’ supermarkets has to be the extent to which having discovered the quality closeness of the discounters vs premium…
  • …how many will revert to upmarket shopping.

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