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Big supermarkets lose to budget and high-end rivals

Tesco, Morrisons and Asda all lose market share

Waitrose, Aldi and Lidl have expanded their market share, putting pressure on the bigger supermarkets, according to new figures from Kantar Worldpanel.

These three supermarkets now account for 11.5% of the grocery market – 3.2% more than four years ago. In contrast, Sainsbury’s was the only one of the big four supermarkets (Asda, Morrisons, Sainsbury’s and Tesco) not to lose part of its share.

This mirrors the Which? supermarket satisfaction survey in which Waitrose, Aldi and Lidl came out best. To read more about how Which? rates supermarkets and how the big supermarkets scored see our guide to the best and worst supermarkets.

Waitrose, Aldi and Lidl

Lidl has grown its share of the UK market to just over 3%, Aldi stayed constant at 3.6% and Waitrose continued to grow at nearly three times the average and now accounts for almost 5% of the market.

Aldi won the award for best supermarket at the 2013 Which? Awards. Which? praised its high score for value for money – one of the only two supermarkets to get four stars for this – and its high overall customer score of 74%. Waitrose, Marks & Spencer and Lidl were also shortlisted.

Of the big four supermarkets only Sainsbury’s managed to grow. But although Morrisons continues to lose market share it has performed better in recent months.

Supermarket ranges

Supermarkets are focusing on quality, according to Kantar, with both Tesco Finest and Sainsbury’s Taste the Difference ranges selling fast.

Aldi ran a campaign called ‘like brands only cheaper’ and Lidl had a taste test campaign – both positioning own brand products as competition to big brands.

To find out which supermarket products we recommend see our gallery of – including everything from sausages to coffee.

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