UK retailers with a “clear price message” are enjoying the strongest sales in the market, according to the latest data released by research analysts TNS.

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The figures, released yesterday (19 August), showed discounters Aldi and Lidl are continuing to see double-digit sales growth, while among the so-called “Big Four”, Asda and Morrisons gained share.


Aldi sales were up 19.8% during the 12 weeks to 10 August; rival Lidl saw sales rise 12.3%. Asda, the UK’s second-largest retailer, enjoyed sales growth of 8.5%, while Morrisons increased sales by 9.4%.


Tesco and Sainsbury’s, meanwhile, saw sales rise – but slower than the UK grocery sector as a whole, TNS said. Tesco’s sales were up 6.5%, while Sainsbury’s saw sales climb 5.3%. Total grocery sales were up 7.2%, thanks, TNS said, to inflation, with volumes “effectively static”.


Ed Garner, director of research at TNS, noted Aldi and Lidl’s “strong growth” and Aldi’s record market share of 3%. However, he said Aldi’s growth is being “entirely driven” by new stores and new shoppers.

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“Spend levels for existing shoppers remain unchanged and quite low compared to the top four,” Garner said, pointing to a typical monthly spend per household of GBP45 (US$83.51) at Aldi, compared to GBP126 at Tesco.


Garner added: “Several commentators have stated that ‘the middle classes are flocking to the discounters’. In fact, new shoppers are predominantly younger households with children, which is more logical – their budgets will have come under strongest pressure.”