Lidl taking £10m a month off its more expensive rivals
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Lidl is taking £10m monthly off its more expensive rivals like Marks & Spencer and Waitrose and Sainsbury’s
Lidl wins around £10 million worth of business from its more expensive rivals each month as shoppers look for bargains.
Industry figures from data company Kantar show that customers who usually shop at Marks & Spencer, Waitrose and Sainsbury’s have spent £120 million at the German discounter in the past year.
That’s the equivalent of £10 million a month – although the figure rose to £11 million in January, a sign that the trend is strengthening.
Lidl wins: Industry figures from data company Kantar show customers who usually shop at Marks & Spencer, Waitrose and Sainsbury’s spent £120m at Lidl last year
Shoppers are switching from traditional supermarkets to cheaper German rivals to save money amid the rising cost of living.
Lidl and Aldi have attracted millions of customers since inflation peaked last year and have seen their share of the UK grocery market soar.
The pair account for 16.3 per cent of all supermarket sales, the latest figures show, larger than any individual grocer apart from Tesco.
Lidl said the biggest increase in demand was for its fresh fruit and vegetables and its meat and poultry range.
Boss Ryan McDonnell said it’s clear customers “refuse to pay a premium for their groceries.”
Lidl wants to follow in Aldi’s footsteps and overtake Morrisons as Britain’s fifth largest grocer.
The Bradford grocer was knocked out of the coveted top four by Aldi in September.
When asked last year if he expects to overtake Morrisons, who has struggled since falling into the hands of private equity in 2021, McDonnell said: “I think so, yes.”