Discounters Aldi and Lidl bag canny shopper spend from Asda

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Aldi: winning share from canny shoppers

Aldi: winning share from canny shoppers

Discount retailers Aldi and Lild are poaching shopper spend from Asda, the latest Kantar Worldpanel grocery share figures reveal.

Data for the for the 12 weeks ending 12 June 2011 show Aldi and Lidl have grown at nearly 18% year-on-year and hold onto their all-time record shares of 3.4% and 2.6% respectively.

Asda suffered a downturn the period, dropping its share from 16.7% in 2010 to 16.3%, as the discounters bag a larger share of its shoppers’ expenditure, said Kantar.

At the other end of the retail spectrum, upmarket grocer Waitrose performed well with growth of 8.9% in the latest 12-week period.

Tesco’s premium own label range, Finest, is selling strongly too with double digit growth, said researchers.

Overall, the figures show the grocery market is growing at 4.7% per year. However, this performance conceals the sharp slow-down expected after the Royal Wedding and Easter boost. Growth for the four weeks ending 15 May 2011 was 7.8% but slumped to 2.5% for the latest four weeks.

Edward Garner, communications eirector at Kantar Worldpanel, said: “Against this murky background, the ‘two nations’ effect continues unabated.

“The discounters are attracting some new customers but most of their growth is coming from gaining a greater share of the household shopping list. Customers are making a main shopping trip to their favourite store and this is then ‘topped up’ with selective shopping at the discounter – this has been dubbed ‘canny shopping’.”

Market share for Tesco, Sainsbury’s and Morrisons remains relatively constant this period at 30.9%, 16.2% and 12.0% respectively.

Garner said: “As the household budget remains tight, there is no doubt that many shoppers are adopting coping strategies such as taking advantage of promotional offers or ‘topping up’ at the discounters. However, there is no sign of a return to the rapid growth of budget own-label ranges that we saw in 2008.”

To view the video commentary from Edward Garner or to get further information visit www.kantarworldpanel.com and select ‘Insights’.