ALDI has overtaken Morrisons as the UKs fourth biggest supermarket as the discounters continue to gain market share and consumers tighten their purse strings.
Kantar data showed Aldi sales rose by 18.7% in the 12 weeks to September 2022, reaching a 9.3% market share. Lidl grew sales by 20.9% and its market share has increased to 7.1%.
Back at the start of the 2010s, Tesco, Sainsburys, Asda and Morrisons accounted for more than three-quarters of the grocery sector.
Giles Hurley, chief executive officer of Aldi UK and Ireland, said shoppers were prioritising value like never before and voting with their feet.
He added it was doing everything it could to make food shopping as affordable as possible without compromising on quality.
A Morrisons spokesperson said: Market share is partly a function of new store openings and although Morrisons has not put on any significant new space for a while, some competitors are still opening many new stores.
It added customers did not really care about market share statistics and they would be focused on value, quality, provenance and service.
