UK's latest grocery market share figures from Kantar Worldpanel, published today for the 12 weeks to 4 November 2018, show that shoppers have made an additional 14 million trips to Aldi and Lidl compared with last year. 

With Co-op and Iceland also posting promising results, it's a promising start for convenience and discounters in the race for consumer share on the run up to Christmas.

So what is it about the new kids on the block that packs the punch with the middle class shoppers at this time of year Christmas?

as Fraser McKevitt explains: “Nearly 37% of Iceland’s sales come from the more affluent ABC1 social group – five years ago this was less than a third.  Its banned palm oil Christmas advert is tugging at the heartstrings of Britain’s middle classes and could translate into strong sales growth, especially if it manages to pique the interest of the half of the population who haven’t shopped there in the past year.  Sales are already up by 5.0% this period and while frozen food is still increasing, 94% of this growth actually comes from its fresh, chilled and ambient food aisles.”

There's a new Aldi in my home town....and there's definitely a trip or two booked into my schedule!