UK’s fastest-growing supermarket chain 2024: Lidl and Aldi lock horns

Lidl and Aldi are battling it out to become the UK’s fastest-growing supermarket of the year as giants Asda, Sainsbury’s and Tesco struggle to keep pace.

At the end of 2023, it was revealed that Lidl was the UK’s fastest-growing supermarket of the year according to research from Kantar – increasing its market share to 7.6%, which still surprisingly ranks behind the big guns.

Lidl are competing with the likes of Aldi (9.9%), Sainsbury’s (14.8%), Tesco (27.4%), Asda (13.7%) and Morrisons (8.6%) in terms of market share and it could look to surpass Morrisons by the end of 2024.

Fastest-Growing Supermarket Chain 2024 Odds

• Lidl 6/4
• Aldi 15/8
• Asda 6/1
• Sainsbury’s 12/1
• Tesco 16/1
• Waitrose 20/1
• Morrisons 33/1

Who Will Be The UK’s Fastest-Growing Supermarket Chain In 2024?

Taking the odds for each supermarket listed above, we have outlined the implied probability of the fastest growers in 2024.

Fastest-Growing UK Supermarket Chain Odds: Lidl and Aldi Set To Go Head-To-Head

In the fourth quarter of 2023, a poll ran by YouGov discovered that Aldi ranked as the UK’s most popular supermarket chain – with ‘popularity’ measured as the percentage of people who have a positive opinion of the shop.

Sitting pretty at the top of the tree with an 81% approval rate, Aldi was followed by Tesco (79%) and Sainsbury’s (79%) in a tie for second place, ahead of Asda (78%) in a narrow third.

Lidl (73%) ranked in sixth but that hasn’t stopped oddsmakers from making the German international discount retailer chain the outright favourite to be the UK’s fastest-growing supermarket chain of the year.

With the cost of living crisis placing a great strain on many people across the country, plenty are now turning to budget supermarkets such as Lidl and Aldi to lower their shopping spend.

In an attempt to combat this, the big three of Tesco, Sainsbury’s and Asda have all stepped up their game with new loyalty discounts to try and bridge the widening gap between cheaper outlets.

Morrisons have also started to run a loyalty scheme but this hasn’t been publicised as well as their rivals, meaning the Bradford-based supermarket could lag behind in terms of growth and market share.