Aldi and Lidl see growth stallMorrisons and Sainsbury's fight discounters' rise

24 June 2009

Supermarket carrier bags

Discount supermarkets Aldi and Lidl are seeing a slowdown in growth while rivals Sainsbury’s and Morrisons bounce back.

Market share remained flat for Aldi and Lidl in the three months to 14 June, while Sainsbury’s and Morrisons saw their share climb.

Which? members rate Aldi and Lidl more highly than the 'Big Four' supermarkets - Asda, Tesco, Sainsbury’s and Morrisons. Check out how all the supermarkets fare in our recent high street shops survey. Also find out the winner of the Best Supermarket award at the 2009 Which? Awards this month.

Tesco's market share slips

The research from TNS Worldpanel showed market share for Aldi remaining at 2.9%, while Lidl saw their share stall at 2.3%. The market share for Sainsbury's climbed from 15% to 16.1% and Morrisons increased to 11.6% from 11.3%. Tesco's market share continued to slide slightly, from 30.9% to 30.8%, but it saw its highest sales growth so far this year.

Sales at Waitrose, owned by the John Lewis Partnership, were up 7%, and its market share held at 3.9%. Waitrose – a favourite for Which? members in our latest survey of online supermarkets - is benefiting from the launch of its Essential range of cheaper food.

For other options for your food shopping, take a look at Which? Local to see if you can benefit from member-recommended local grocers in your area.

Supermarket own brands

Despite these signs that shoppers are gaining confidence in the current economic climate, separate research released today showed more than nine in ten shoppers have switched from known brands like Coca Cola, Hovis, Birds Eye and Heinz to supermarket own label equivalents.

The report by Crunchonomics found that less than one quarter of shoppers would stay loyal to their favourite cola brand. Only 22% of those polled agreed Coca Cola had a great price. Hovis scored 25%, while Heinz scored 35% and Birds Eye 38%.


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