Aldi continues to swipe market share from big four

Aldi’s market share jumped 0.5% to 2.9% year-on-year in the 12 weeks ending June 22.

None of the big four supermarkets gained market share over the period. Tesco’s share slipped 0.4% to 28.7% year-on-year, Asda’s dipped 0.3% to 15.9%, Morrisons dropped 0.1% to 11% while Sainsbury’s remained flat at 15.8%.

Meanwhile Waitrose’s good run continued as market share jumped 0.2% to 4.4% against a 8.5% sales increase over the period.

Over the four weeks to June 22, sales increased 2.3% year-on-year.

Nielsen’s UK head of retailer and business insight Mike Watkins said: “With real household incomes still under pressure and consumers shopping around for the best deals, supermarkets have maintained in-store promotions and the percentage of spend on offer remained broadly unchanged.

“With shopper disloyalty a factor in any four week period, the timing of advertising and promotional activity is key. So with no major ‘event’ to advertise around, growths have been more dependent on regular, monthly shopping trips. Consequently, Aldi have outperformed the market significantly due to a 9% increase in spend by shoppers per visit.”

Nielsen supermarket sales data for the 12 weeks ending June 22