The latest grocery share figures from Kantar Worldpanel, published for the 12 weeks ending 11 September 2016, show that despite continued deflation of 1.1%, supermarket sales increased by 0.3%.
The best-performing frozen food categories, ice-cream and frozen fish, have been recorded as “over-performers”, especially within frozen specialist retailer Iceland, which posted growth of 6.3%, compared to the same period of 2015.
Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, comments: “While overall sales growth has been slow, consumers have been keen to celebrate Britain’s Olympic and Paralympic golden summer, boosting alcohol sales by 8.5% in the past four weeks.”
Hard discounters Aldi and Lidl continued to grow as well, and according to Kantar, “are helping drive the industry-wide growth in premium own-label lines, with marketing campaigns moving away from showcasing only price to a focus on quality – collectively, premium own label grew by 29.5% in the discounters this period.”
The report shows that shoppers now spend an average of GBP19.24 when visiting the discount retailers making Lidl reach a market share high of 4.6% this period, having grown by 9.5%, while Aldi increased sales by 11.6%.
