News, Culture & Society

Crisis at Morrisons deepens as more customers flock to Aldi and Lidl

Crisis at Morrisons deepens as customers continue deserting it for German discounters Aldi and Lidl

Morrisons faces a growing crisis as customers continue to desert it for Aldi and Lidl.

The beleaguered Bradford-based supermarket saw sales climb 0.1 per cent to £2.8billion in the three months to March 19 – its first growth since May 2021.

But the increase was the slowest of any supermarket. Aldi’s sales, meanwhile, were up 25.4 per cent from a year ago at £3.1billion. 

Sluggish: Morrisons saw sales climb 0.1% to £2.8bn in the three months to March 19 – its first growth since May 2021

Lidl – the fastest growing supermarket – saw sales jump 25.8 per cent to £2.4billion.

Morrisons now makes up 8.8 per cent of the UK’s grocery market, down from 9.5  a year ago, Kantar figures showed.

Aldi, which overtook Morrisons to become the UK’s fourth biggest supermarket last year, makes up 9.9 per cent of all grocery sales, up from 8.6 per cent a year ago. 

Lidl is hot on Morrisons’ heels, having grown its share from 6.4 per cent a year ago to 7.4 per cent.

Morrisons has struggled since being bought by a US private equity firm two years ago. Shore Capital retail analyst Clive Black said it was ‘sadly now the laggard of the trade’.