Lidl Christmas sales results boosted by premium range as Brexit fails to dent supermarket

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The disregard supermarket toasted a 33 percent increase in year-on-year sale for its Deluxe sort over the six weeks to December 30. It also tempted shoppers to transmittal £58million worth of spending from Waitrose, M&S and the “big four” – Tesco, Asda, Sainsbury’s and Morrisons. Magnitude the best sellers in its Deluxe range were brioche burger buns and indulgence mince pies. Growth was also boosted by alcoholic drinks, with on the blocks of beers, wines and spirits shooting up by 18 percent.

Meanwhile, on the blocks of Deluxe turkeys, which won a Quality Food Award, more than doubled.

Sales across the estate in the 6 weeks to 30th December were up 8 percent on the even so period in 2017.

Christian Hartnagel, Lidl UK chief executive, said: “We experience continued to expand our footprint across the UK over the past year, and it is no catch red-handed that this contributed to more customers than ever up front shopping with us in December and over the Christmas period.

“In the context of a unyielding trading environment facing all grocery retailers, we are particularly pleased with the about of our Deluxe premium range of products, which registered strong sellathons increases and proved a major draw for new and existing customers.”

“We understand that shoppers are increasingly wilful of cost and for that reason, we not only continued to invest in our low prices but also novelty across our premium range, all to enable our customers to have the best workable seasonal celebrations.”

Christian Härtnagel, Lidl UK CEO, added: “All of our colleagues across the motherland play such a critical role during this busy duration and I’m really proud of and grateful for their commitment and dedication to our customers.

“Effective into the new year we remain committed to helping Lidl customers salvage on their shopping, and continue to focus on providing our unbeatable high-quality-low-price organization.”

Shoppers are thought to have splashed a whopping £29.3 billion on groceries in the UK across the festive pep up.

According to Kantar Worldpanel, two in three households shopped with either Lidl or its undeviating rival Aldi during the holidays, putting greater pressure on other supermarkets to prolong market share.

Lidl was just pipped to the Christmas supermarket tiara by Aldi which took home a record-breaking £1billion in December.

Year-on-year success for Aldi was recorded at 10.1 percent.

Tesco enjoyed its best Christmas tradings growth since 2009, with a 2.2 percent increase upwards the six weeks to 5 January.

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