Aldi attracts more shoppers than ASDA and Sainsbury’s for first time as customers save on food bills
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ALDI has attracted more shoppers than ASDA and Sainsbury’s for the first time as people try to save on grocery bills. The discount supermarket had 19.58million in the year to December, say industry stats by Kantar, seen by Sun Business. It means Aldi had more shoppers than Asda’s 19.54million, and the 19.46million at Sainsbury’s. Tesco stayed top, on 23.6million.
![[More customers are joining Kevin The Carrot by heading to Aldi for their food shops]](https://www.thesun.co.uk/wp-content/uploads/2024/12/aldi-christmas-ad-campaign-957894925.jpg?strip=all&w=960)
Aldi also had two million more shoppers than rival Lidl and just under three million more than Morrisons, which it overtook in market share two years ago. It remains the fourth biggest supermarket by sales and market share as typically its customers spend less than at Asda and Sainsbury’s.
![[Aldi CEO Giles Hurley]](https://www.thesun.co.uk/wp-content/uploads/2024/12/preferred-picture-pack-shots-957899409.jpg?strip=all&w=960)
But Aldi boss Giles Hurley said: “These numbers show we are winning customers from our rivals because of our unbreakable pledge on price — we won’t be beaten on value.”. The rapid growth of Aldi since the pandemic has forced rivals to launch price-match promotions to halt an exodus of shoppers.
![[Laura Rafferty, Aldi's chief mince pie buyer, is already busy sampling Aldi's festive fare for next year]](https://www.thesun.co.uk/wp-content/uploads/2024/12/laura-rafferty-957907150.jpg?strip=all&w=720)
But Mr Hurley said: “Some imitate but they can’t replicate.”. Rampant food inflation has also boosted stores’ own brands. And Mr Hurley said: “We’re driving that because 90 per cent of our produce is own label.”. Savvy Marketing expert Catherine Shuttleworth said now Aldi’s challenge is to convert the stats into shoppers spending more.
