Market Share | Aldi Overtakes Morrisons to Join the Big Four

With their strategy of rapid organic growth through new store openings, it had to happen eventually. And now it has! Aldi has increased its market share to become one of the four largest supermarket retailers in the UK.

The Guardian reports here on how latest sales data shows that Aldi's market share has overtaken that of Morrisons.

Aldi’s sales rose by 18.7% year on year over the 12 weeks to 4 September 2022, according to Kantar, which is a market research business that monitors the value of sales processed through the tills.

This data gave Aldi it a 9.3% market share, still behind Tesco, Sainsbury’s and Asda.

Another discounter Lidl increased sales by 20.9% and its market share increased to 7.1%.

How does Morrisons respond? Is it worth trying to compete directly with Aldi and Lidl? Morrisons has opened relatively few new stores in recent years, whereas Aldi and Lidl continue to invest heavily in new stores.

The quote from Morrisons in the article is quite interesting!

"customers don’t really care about market share statistics – they care about value, quality, provenance and service and that is where our focus is going to remain."