Sales volumes at the UK’s 10 biggest grocers have bounced back into growth after falling for the first time in eight months in August.

  • Sales volumes rise 0.3% in 12 weeks to September 12
  • Discounters accounted for 10.7% of supermarket sales
  • Sainsbury’s sales values rose 0.1%

The volume of items purchased edged up 0.3% in the 12 weeks to September 12 following a 0.3% dip the previous month, according to data from Nielsen.

Discounters Aldi and Lidl proved the main beneficiaries, the discounters accounted for 10.7% of UK supermarket sales during the period, up from 8.7% on the year.

Almost half of all UK households are now visiting either Aldi or Lidl every month as the German duo increased their market shares to 6.4% and 4.3% respectively.  

Aldi’s sales values rocketed 25.5% during the 12-week period compared with the same time last year, while Lidl sales jumped 22%.

Sainsbury’s was the only member of the big four to report an increase in sales values, which edged up 0.1%. Despite the sales gains, its market share dipped from 16.1% to 15.9% on the year.

Asda suffered a 3.7% slump in sales values, as its market share fell from 16.4% to 15.6%.

Sales fell 1% at Tesco as its market share dipped to 27.7%, while Morrisons now holds 10.8% of the market after a 1.8% drop off in sales values.

The figures are in line with Kantar Worldpanel data, which found that Sainsbury’s was the only big four grocer to report increasing sales volumes in the 12 weeks to September 13.  

Sales values rose at the Co-op, Waitrose, Marks & Spencer and Iceland during the period as the big four struggled to keep pace with the rest of the market.

New discount shoppers

Nielsen’s UK head of retailer and business insight Mike Watkins said: “Sales at both Aldi and Lidl continue to increase by more than 20% year on year.

“These discounters are attracting new shoppers by opening new stores and using ads that communicate not just value, but quality and freshness too.

“Discounters now attract nearly one in two shoppers every four weeks and look set to gain significant increases in market share for the third consecutive Christmas, as they become a bigger part of shoppers’ Christmas repertoire.”

Watkins added: “Supermarkets continue to see deflation in key categories such as fresh and chilled foods, bakery and packaged grocery.

“However, volume growth in snacks, confectionery and drinks continues, which shows the importance of strong branded promotions in driving sales.

“There’s also volume growth in fruit and vegetables, which reflects the fact that many prices are lower than a year ago – encouraging shoppers to buy more.”