New figures have shown that Aldi has experienced better growth than any other grocer in the last three months.
The statistics, released by market research company Kantar Worldpanel, show that the supermarket chain's sales grew by 25 per cent in the 12 weeks to 2 October, while the total market grew by only 5.1 per cent.
The 'big four' supermarkets had mixed fortunes, with Morrisons enjoying growth of 6 per cent and Asda maintaining its existing market share, which stands at 17.1 per cent. Premium ranges at Sainsbury’s and Tesco grew in double-figure amounts.
This latter trend of growth in the sale of top-range products was also seen in the fortunes of Waitrose, which increased its market share from 4.2 per cent to 4.4 per cent, following growth of 9.4 per cent.
However, the switch that many people have made to cheaper products cannot be ignored.
"The gap between inflation and growth has become a major feature of the grocery market as shoppers trade down to cheaper products and retailers strive to convince consumers they are combating inflation," said Edward Garner, director at Kantar Worldpanel.
"As a result, those retailers with a low price message are the driving force in the market, with Iceland and Lidl enjoying sales growth of over 10 per cent year-on-year, and Aldi leading the market with 25.1 per cent growth."
