Aldi: hot on the wheels of Waitrose
The cheery budget supermarket is edging closer to overtake Waitrose as the place to be, according to hot fresh data from Kantar.
Aldi has managed to lure more and more customers who'd previously sniffed at its very existence, as apparently record numbers of yer middle class types are switching allegiance from the likes of Tesco and Morrisons.
Latest figures show the German-owned chain rose 32.2% in the 12 weeks to 20 July, to now have 4.8% of British food shoppers clambering for wetsuits and weird-yet-cheap pickles. This is an increase from their 3.7% of last year.
Waitrose meanwhile hold firm with 4.9%.
Director at Edward Garner, whose name could almost rhyme with Kantar (if you're a bit tipsy from Aldi's special cheap whisky) said: ‘Aldi’s 32% growth rate has lifted its market share to 4.8%; this is a new record for the retailer and means it has nearly caught up with Waitrose.’
As for the other supermarkets, Sainsbury and Asda held on to their market share, recording growth of 1.2 per cent and 0.9 per cent respectively.
It's also good news for Lidl, who've leapt up their market share from 3.1% to 3.6%.
The Kantar data also shows Tesco has suffered its worst sales decline in at least two decades, with a fall of 3.8%, making it the chain's steepest decline since comparable records began in 1994.
Aldi's success has been down to keeping things relatively simple, selling a range of 1,500 lines as opposed to the 40,000 that the bigger supermarkets offer.
That, and looking less like a depressed Iceland.