Lidl has revealed it has gained nearly £11 million in switching gains from M&S, Waitrose and Sainsbury’s in the past month, an increase of over £10 million year on year.
According to the discount grocer, over the past year, it has seen a total of £120 million coming from households choosing to shop at the company instead of traditional supermarkets. Lidl added that it has seen a rise in customers shopping at the discount grocer for fresh produce, including fruit and vegetables, with the latter reaching a market share high of 10.2%.
Customers are also being enticed to the discounter by its fresh meat and poultry, which also reach a new record market share, according to the discount grocer.
“It’s clear that a lot of shoppers are now refusing to pay a premium for their groceries,” Lidl GB CEO Ryan McDonnell said. “As we progress into 2023, we are seeing more customers coming through our doors, switching spend to Lidl from premium supermarkets. We know they switch to us to make savings, but then they stay with us when they realize that they’re not having to compromise on quality.”
Source: Grocery Gazette
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