Lidl surprises supermarket rivals by poaching £58million of Christmas food spend as shoppers gobble up its posh ranges
- Lidl enjoyed a year-on-year sales increase of 8% in the Christmas trading period
- Sales of its Deluxe premium range soared 33% in the last six weeks
- It said shoppers switched £58m of spend from other big grocers to Lidl
Fast growing discounter Lidl – the sixth largest supermarket in the UK – tempted shoppers to transfer £58million worth of spending from Waitrose, M&S, Tesco, Asda, Sainsbury’s and Morrisons over the Christmas period.
This, coupled with a surge in demand for its upmarket Deluxe range, helped the grocer snare an 8 per cent uplift in sales over the last six weeks.
Best sellers from its Deluxe range, up 33 per cent year-on-year, included its brioche burger buns and luxury mince pies.
Best sellers from Lidl’s Deluxe range included its mince pies, the grocer said today
Wine, beer and spirits made a splash too, increasing by a market-leading 18 per cent, and sales of Deluxe turkeys more than doubled.
Lidl UK chief executive Christian Hartnagel put the sales growth down to new store openings over the year, as well as the high demand for its premium items.
He said: ‘We have continued to expand our footprint across the UK over the past year, and it is no surprise that this contributed to more customers than ever before shopping with us in December and over the Christmas period.
Lidl UK chief executive Christian Hartnagel
‘In the context of a tough trading environment facing all grocery retailers, we are particularly pleased with the performance of our Deluxe premium range of products, which registered strong sales increases and proved a major draw for new and existing customers.’
Like its main rival Aldi, Lidl did not disclose a like-for-like sales figure.
According to the latest data from Kantar Worldpanel, UK shoppers spent a record £29.3billion on groceries in December, with two in three households shopping at either Lidl or Aldi during the period.
While it is unclear what the discounters’ comparable like-for-like performance was during the festive period, the incumbents are evidently continuing to pile pressure on Britain’s more established supermarkets.
‘Aldi and Lidl have acted as major disruptors, and the old guard has been shaken-up,’ said CMC Markets analyst David Madden.
‘The rise of Aldi and Lidl are hurting the ‘big four’ and that is why we have seen merger and acquisition activity in the sector. The German supermarkets are on the march, and the British firms will need to keep innovating in order to keep up,’ he added.
Aldi and Lidl have acted as major disruptors, said CMC Markets analyst David Madden
Meanwhile, Aldi posted its best-ever Christmas in the UK as sales jumped by more than 10 per cent to nearly £1billion.
Since launching in the UK in 1994, Lidl has opened 730 stores and now hires more than 22,000 people.