Aldi leapfrogs Morrisons for first time as big four supermarket era ends

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The era of the traditional big four supermarkets has come to an end with Aldi overtaking Morrisons in terms of grocery market share for the first time.

In the 12 weeks to September 4, 2022, Aldi’s sales rose by 18.7%, lifting it to a 9.3% market share, while Morrisons’ share slipped 4.1% to a 9.1% overall market share, according to the latest Kantar grocery market share data. 

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