Supermarket swap: Aldi beats Morrisons and Asda overtakes Sainsbury's

The Great British Supermarket Shake-up: Discounter Aldi attracts MORE shoppers than Morrisons while Asda has overtaken Sainsbury’s

  • Aldi reached record market share of 8%, beating Morrisons in the last 12 weeks
  • Asda reached market share of 15.4% to become the UK’s second biggest grocer 
  • British shoppers have already spent £146million on Easter eggs, Kantar said 

It’s all change in the UK supermarket sector as Aldi gobbles up more customers than Morrisons, and Asda overtakes Sainsbury’s to become the second biggest supermarket in Britain.  

A whopping 13 million households shopped at an Aldi store in the last 12 weeks. That’s more than shopped at its rival Morrisons, the UK’s fourth biggest supermarket.  

New customers and a 10 per cent spike in sales helped the German discounter dominate a record 8 per cent share of the market as the cut-price players continue to disrupt the supermarket status quo.  

Aldi is disrupting the status quo by achieving record customer numbers,according to Kantar

Aldi is disrupting the status quo by achieving record customer numbers,according to Kantar

Sainsbury’s meanwhile lost its long-held title of UK’s second biggest supermarket to none other than its takeover target Asda. 

The Walmart-owned chain chalked up a 15.4 per cent market share, according to the latest figures by Kanta, after two years of solid growth. 

The reshuffle of the UK’s Big Four supermarkets – Tesco, Sainsbury’s, Asda and Morrisons – comes as savvy British shoppers from all warps of life increasingly seek out value for money.  

‘Asda’s performance has been fuelled by attracting a greater number of affluent households and shoppers making more regular trips,’ said Kantar’s head of retail and consumer insight Fraser McKevitt.

Sainsbury’s, which is grappling to get its takeover of Asda through the competition watchdog, suffered a 1.8 per cent slump in sales.   

The news sparked a slight dip in the orange supermarket’s shares in early trading today.   

‘Despite being overtaken by Asda in main store sales, Sainsbury’s remains the biggest seller of food and drink out of the two retailers and these figures do not include Argos,’ McKevitt explained. 

‘Sainsbury’s premium ‘Taste the Difference’ line is still a bright spot,’ he added.  

Lidl was the second fastest growing supermarket, and Tesco grew by 0.5 per cent to retain its crown as the UK’s biggest grocer, with a 27.4 per cent share of the tightly contested market.  

Asda overtook Sainsbury's to become the UK's second biggest supermarket in the last 12 weeks on store sales

Asda overtook Sainsbury’s to become the UK’s second biggest supermarket in the last 12 weeks on store sales

Overall, the market grew 1.4 per cent in the last three months. This is the slowest rate for a year, but the figures are skewed by the late falling of Easter this year and the date of Mother’s Day, Kantar said. 

Although Easter is a way off yet, British shoppers have already spent £146million on Easter eggs and nearly half of UK households have bought hot cross buns. 

Another noticeable trend is shoppers opting for more sustainable options. Kantar said sales of loose fruit and vegetables grew twice as quickly as those wrapped in plastic as shoppers’ scrutiny over single-use plastics continues.  


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