Aldi has overtaken Morrisons for the first time as cash-strapped shoppers try to stretch their budgets in the cost of living crisis.
Monthly figures from data company Kantar revealed that German chain Aldi’s market share rose by 1.2% over the past three months, meaning it has overtaken Morrisons to take its place in the so-called ‘big four’ supermarkets in the UK. Frozen foods chain Iceland also won market share, with sales 5.8% higher than in 2021.
The figures show that families are striving to find value for money when shopping for groceries, as grocery price inflation hit a new record of 12.4% in August, adding £571 to the average annual grocery bill. Milk, butter and dog food jumped up especially quickly at rises of 31%, 25% and 29% respectively.
