By Jamie White – Head of Communications

New figures have revealed that discount chains, Aldi and Lidl, now account for more than 10% of all supermarket retail grocery sales.

During the twelve weeks to 31 January, Aldi’s year-on-year sales grew 17.3% and Lidl’s 13.8%, compared to an increase of total supermarket sales of 0.7%, according to data from Nielsen Homescan.

Aldi and Lidl now hold a combined 10.7% market share, up from 9.3% in the same period last year.

Morrisons was the only big four supermarket to increase sales in the four weeks ending January 31, as shoppers continued to flock to the discount stores.

Nielsen’s UK Head of Retailer and Business Insight, Mike Watkins, said: “The 10% market share for discounters has not been seen since the heyday of Kwik Save some 15 years ago.

“Initially built on the premise of saving money, the new wave of discounters are now a regular part of grocery shopping and have changed shopping habits forever.”

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