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Kantar Worldpanel Aldi Lidl

Supermarket price war has taken £532m out of tills

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By Jennifer Faull, Deputy Editor

May 6, 2015 | 2 min read

The supermarket price war sparked by German discounters Aldi and Lidl has taken £532m out of supermarket tills, according to the latest grocery share figures from Kantar Worldpanel,

As their low prices continue to woo customers away from the ‘Big Four’, Aldi now holds 5.4 per cent share in to UK while Lidl has taken 3.8 per cent. Both saw sales rise, up 15.1 per cent and 10.1 per cent respectively for the 12 weeks ending 26 April.

However the German discounters’ growth is slower than in recent months, suggesting momentum is starting to slow.

Meanwhile, Sainsbury’s performed the best of the Big Four, despite its 0.2 per cent fall in sales. Growing slightly behind the market, its share now stands at 16.5 per cent, down 0.1 percentage points on last year.

Tesco has continued to fall, with its market share now standing at 28.4 per cent.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, explained that growth in the market has declined due to a record low for grocery price deflation.

“A typical basket of everyday items is now 2.1 per cent cheaper than it was in 2014. Lower costs are the result of both falling commodity prices and the ongoing supermarket price war, with all major retailers offering cheaper like-for-like goods,” he said.

“This is good news for consumers, saving the average household £20 in the last three months. But many of the country’s largest grocers have struggled to enjoy substantial growth, with lower prices taking £532m out of supermarket tills.”

Kantar Worldpanel

Kantar Worldpanel Aldi Lidl

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