Lidl benefits from shoppers switching from “premium priced supermarkets”
Lidl says it has seen an increase in customers visiting its stores who have switched from “premium priced supermarkets”.
Citing data from Kantar, the discounter said households switched nearly £11 million from M&S, Waitrose and Sainsbury’s in January, which was a rise of over £10 million year-on-year.
Lidl said the increase could be partly attributed to the popularity of its fruit and veg range which reached a market share high of 10.2%.
Furthermore, the discounter has seen a total of £120 million coming from households choosing it over “premium priced supermarkets” across the last 12 months.
Ryan McDonnell, chief executive at Lidl GB, said: “It’s clear that a lot of shoppers are now refusing to pay a premium for their groceries. 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 realise that they’re not having to compromise on quality.”
Last month, Lidl said it will be investing £4 billion in British food businesses in its current financial year as it looks to provide further support for its suppliers.
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