Aldi has overtaken Morrisons to become the UK’s fourth largest supermarket.
The German discount retailer has now taken 9.3 per cent of the market share – a rise of 1.2 per cent over the previous 12-week period – with Morrisons dropping to 9.1 per cent. And in a sign of the times as shoppers try and manage their ever-decreasing budgets more effectively by eking out some bargains, Lidl recorded its strongest sales performance since October 2014.
Data analytics company Kantar produced the latest results, that showed Tesco still way out in front with a 26.1 per cent share, Sainsbury’s (14.6 per cent) in second, Asda (14.1 per cent) third, with Morrisons – who have recently been taken over by by private equity group Clayton, Dubilier & Rice – now dropping to fifth. But according to Fraser McKevitt, head of retail and consumer insight at Kantar, the previous ‘big four’ of the supermarket world is now no more.
