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Budget discounters Aldi and Lidl emerge as clear winners for Christmas

Mirror logo Mirror 11/01/2019 Emma Munbodh
a close up of a sign: A general view of a Lidl supermarket © Jeff J Mitchell/Getty Images A general view of a Lidl supermarket

Lidl experienced a 33% increase in year-on-year sales for its premium product range, Deluxe, last Christmas, with sales up 8%, beating the entire market of 'big four' grocers.

Releasing its figures today, the German discounter said sales rose significantly in the six weeks to 30 December with its busiest day falling on Saturday 22 December.

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However, while Lidl saw sales of its Deluxe turkey rise 100%, it failed to beat direct rival Aldi which raked in a record-breaking £1 billion in December, recording year-on-year growth of 10.1%.

Today, Lidl claimed it took in £58million from Waitrose, M&S and the big four, after cash-strapped shoppers switched over to the discounter for 19p seasonal vegetables and £3.95 meat.

'Big four' fail to hit the right note

a sign on the side of a building: Living near an Aldi store adds £5,000 to your house price © Provided by Trinity Mirror Shared Services Limited Living near an Aldi store adds £5,000 to your house price

Lidl and Aldi have emerged as the clear winners this Christmas with both seeing significant leaps in numbers over the Christmas spell - and year itself.

A 10% rise from Aldi, compares to Lidl's 8% jump - with the next being Tesco at 2.6%, and it's easy to see why. Yesterday, Barclaycard figures showed consumer spending for essential goods has risen just 0.6% in the past year led by inflation and stagnant wages. In short, people have less money to spend.

It may therefore come as no surprise to see customers chose Aldi and Lidl's 19p vegetables over 20p at Asda, 29p at Tesco and 45p at Morrisons. This compares to a starting price of 30p at Sainsbury's - which saw grocery sales fall 0.4% for Christmas.

And this year, even the aspirational factor failed to wow shoppers with M&S's like-for-like food sales falling 3.1% in December - while Waitrose was up just 1.4% including its John Lewis arm. Instead, Lidl was selling 40,000 of its own-brand 'Deluxe' mince pies an hour.

40,000 mince pies sold an hour

a bunch of different types of food © Credits:

It said best-selling products from its award-winning Deluxe range included crisps, mince pies and its brioche burger buns.  

"We have continued to expand our footprint across the UK over the past year, and it is no surprise that this contributed to more customers than ever before shopping with us in December and over the Christmas period," Christian Härtnagel, Lidl UK CEO, said.

"In the context of a tough trading environment facing all grocery retailers, we are particularly pleased with the performance of our ‘Deluxe’ premium range of products, which registered strong sales increases and proved a major draw for new and existing customers.

"We understand that shoppers are increasingly conscious of cost and for that reason, we not only continued to invest in our low prices – as is seen in our 19p veg offers - but also innovation across our premium range, all to enable our customers to have the best possible seasonal celebrations.” 

The grocer said over December, it sold over 40,000 mince pies an hour while its Sprouts Trees, Cavelo Nero and Speciality Broccoli helped contributed towards a 100% uplift in sales.

Outside of its core lines, it sold more than 100 tonnes of its Brioche Burger Bun – the equivalent of eight New Routmaster buses, while its artisanal Hortus gin range, including Plum and Cinnamon, and Gingerbread saw alcohol sales rise 18%.

This compares to Aldi's 17 million bottles of wine, champagne and prosecco sold in the 31 days to December 31.

Lidl’s store expansion also continued at pace across the UK in the final months of the year, with seven stores opening throughout the holiday season.

To support its continued growth in the UK, Lidl reiterated plans to invest a further £1.45bn across 2019 and 2020 in the UK, which includes the opening of a new RDC in Doncaster in early 2019.

"All of our colleagues across the country play such a critical role during this busy period and I’m really proud of and grateful for their commitment and dedication to our customers. Going into the new year we remain committed to helping Lidl customers save on their shopping, and continue to focus on providing our unbeatable high-quality-low-price combination," Härtnagel, added.

Gallery: In Photos: CES International 2019 [Photos]


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