Data: Asda’s market share plunges as Aldi and Lidl gain pace
Asda's flagging fortunes have carried further into the new year, with sales at the supermarket falling 5.0% in the 12 weeks to 26 January.
Asda’s flagging fortunes have carried further into the new year, with sales at the supermarket falling 5% in the 12 weeks to 23 February.
Kantar reported that the market share for the UK’s third largest grocer now sits at 12.6%, down 1.1% from the 13.7% it held last year.
Asda’s weak performance contrasts discounter rivals Aldi and Lidl, both of which gained ground during the period in both sales and market share terms.
Aldi – the UK’s fourth largest grocer – saw its sales rise 4.9% during the period, which helped to bump its market share up 0.1 percentage point to 10.3%.
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Rival Lidl enjoyed an 8.1% jump in sales and a 0.3 percentage point rise in its market share to 7.3%.
Take-home sales across the grocery sector rose 3.6% year-on-year overall, driven by a 5.8% uplift in sales in the 12 weeks to February 23 but Tesco. The supermarket giant marked another month as the UK’s leading grocer, with market share up 0.6% year-on-year to 28.3%.
Ocado was the fastest growing grocer for the tenth consecutive month with sales increasing 9.6% during the period, while market share held steady at 1.9%
Kantar head of retail Sally Ball said that consumers were no longer shopping around as much to find the best deals and instead were using supermarket loyalty schemes to unlock exclusive discounts. This resulted in households visiting five different grocers during the period – the lowest number since February 2021.
Asda is hoping the return of its Rollback promotions will help bring shoppers back in store as it looks to turn its fortunes around under returning boss Allan Leighton as chain.
The supermarket was picked out by Which? this week for topping the list of most likely to provide customers with substitutions in their online grocery orders.
The research found that nearly half (47%) of Asda shoppers reported receiving a replacement item in their most recent shop, the highest of any UK supermarket.
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