Sainsbury’s is only major supermarket not to lose market share to Aldi and Lidl as shoppers flock to the German discounters

Almost all major grocers are losing market share to Aldi and Lidl, while shoppers flock to the German discounters, figures showed yesterday.

Aldi’s sales rose 24 percent in the three months to July 9, while Lidl saw a 22 percent increase.

The figures, from market research firm Kantar, also showed Lidl moving closer to overtaking Bradford-based supermarket Morrisons.

Aldi jumped past Morrisons last summer to become the fourth largest supermarket.

Now Lidl is closing in on Morrisons, with 7.7 percent of the market versus 7 percent last year.

By contrast, Morrisons, which has struggled since being taken over by private equity in October 2021, has seen its share fall from 9.4% to 8.7%.

With Aldi and Lidl on the rise, Tesco, Asda, Morrisons and Waitrose have seen their shares shrink over the past year.

But Sainsbury’s held on to its 14.9 percent market share. The second largest store after Tesco managed to persuade customers to switch to rivals by changing its loyalty program again with Nectar prices.

Kantar’s Fraser McKevitt said that while the pace of supermarket price increases is still “unbelievably high”, inflation in the sector has been falling for four consecutive months.

At current levels of inflation, Britons’ annual grocery bills are £683 more expensive than if they had bought the same products a year ago.