More than half of UK households shopped at either Aldi or Lidl over the 12 weeks to December 8, according to the latest share figures from Kantar Worldpanel.
Some 50.1% of UK households ventured into one of the discount retailers compared with 46.1% a year ago.
Aldi grew share by 0.8% year on year and now holds a 4% of the market, while Lidl grew share by 0.3% to 3.1%.
In a sign that value continues to be a powerful incentive for the UK shopper, frozen food specialist Farmfoods’ sales soared 36.6% year on year.
Meanwhile, at the other end of the market, Waitrose sales grew 6.7% and share edged up 0.2% to 4.7%.
Data seen by Retail Week for the four weeks to December 9 showed Tesco’s sales edged down 0.1%, Morrisons’ fell 0.7% while Asda’s sales rose 1.1% and Sainsbury’s sales grew 1%.
Aldi’s sales rose 32%, Lidl 17.8% and Waitrose 4.2% in the last month.
Kantar Worldpanel director Chris Longbottom said: “Based on past patterns, it is likely to further boost its market share over the busy Christmas period, as is Iceland which traditionally performs well with its party food offering.”
All of the big four grocers and the Co-operative lost market share over the 12-week period. Tesco’s share dropped 0.7% to 29.9%, Asda held16.9% share, Sainsbury’s had 16.8% and Morrisons 11.6%.