Shoppers are flocking to discount retailers as inflation continues to rise, according to the latest supermarket share data from Kantar Worldpanel.
Hard discounter Aldi lead the way with 25.1% growth year-on-year in figures for the 12 weeks ending 2 October. Iceland and Lidl also grew sales by more than 10%, according to the figures, which were released today (11 October).
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Morrisons once again posted the strongest performance of the top four retailers, with year-on-year growth of 6%.
The figures also show that the grocery market is growing at 5.1% per year, below the 5.7% grocery price inflation for this period.
Edward Garner, director at Kantar Worldpanel said: “The gap between inflation and growth has become a major feature of the grocery market as shoppers trade down to cheaper products and retailers strive to convince consumers they are combating inflation.”
He also noted that all of the ‘big four’ retailers have launched promotional initiatives, but while it is too early to see the effect of these campaigns in the figures, they will be “critical” for future performance.
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By GlobalDataHowever, Kantar also revealed that Waitrose achieved 9.4% growth in the period and the premium ranges at Tesco and Sainsbury’s both showed double-digit growth, an effect Kantar calls the “Two Nations” effect.
