- Analysts think Lidl will overtake Morrisons in the coming weeks
Morrisons is losing its lead on Lidl in the race for UK grocery market share – setting the scene for the group to be overtaken by its discount rival.
The beleaguered supermarket has already been elbowed out of the top four by Aldi and is close to being eclipsed by its other German budget rival.
Industry figures today revealed that Lidl is almost neck and neck with Morrisons after sales rose 10.8 per cent to just under £3billion in the 12 weeks to 5 October.
This means Morrisons is taking just £3.75million a week more, according to the report by research group Worldpanel.
Sales at Morrisons were just £45million higher over the period, having risen by only 1.7 per cent.
And while Lidl’s share of the market has jumped from 7.7 per cent to 8.2 per cent in the past year, Morrisons has seen its slice fall from 8.5 per cent to 8.3 per cent.
Lidl’s share of the market is now at 8.2%
Analysts think Lidl will overtake Morrisons in the coming weeks as it presses ahead with a rollout of new stores.
And Asda was the only major supermarket to see its sales plunge, falling 3.2 per cent to £4.2billion, amid a brutal turnaround effort.
Last week, Asda fired the latest salvo in a price war by announcing cuts on nearly 1,000 products as it attempts to win customers ahead of what threatens to be an expensive Christmas for families.
Worldpanel’s data also revealed that grocery price inflation has nudged up to 5.2 per cent as cost pressures continue to weigh on consumers and businesses.
Fraser McKevitt, head of retail and consumer insight at Worldpanel, said: ‘Households are juggling a lot of different things when choosing what and where to buy their groceries. Inevitably, cost will be up towards the top of the list as price rises accelerate.’
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