The German distributor has still gained 0.4 points of market share in recent weeks to reach the 6% mark, according to the latest monthly calculations by Kantar. “The sign attracts 600,000 new buyers over these four weeks (a period from March 18 to April 14, ed.) Results to put in perspective advertising investments up 15% over the period”, says the specialist of studies of the market.
Lidl is therefore in the same trend as the previous month. The brand was already up 0.4 points over the period from mid-February to mid-March 2019, “with more than 400,000 new buyers” and “an increase in the frequency of purchase.” In general, Kantar’s Worldpanel, which is based on a sample of 20,000 households, notes a slowdown in spending by the French – their consumption increases by 0.8% between March 18 and April 14, less than the 1.6% increase calculated since the beginning of the year.
The French were more spenders on the internet than in physical stores (hypermarkets, supermarkets, hard discount, proximity), the online sales of consumers (PGC) having gained 0.4 points of market share.
Lidl is not the only one to have seen its market share grow. The Intermarché group also recorded a gain of 0.2 points, compared to the same period last year, to reach 14.8% market share. System U garners on its side 0.1 point, as Carrefour.
Carrefour, the number two supermarket (20% market share) in France, behind E. Leclerc, benefits from the performance of its supermarkets Carrefour Market and Carrefour Drive, a service that the partnership signed with the Waze GPS application March 21st should improve. E. Leclerc, for its part, remains stable at 21.1% market share.
The two biggest losers over the period are Auchan and Casino, according to additional data obtained by sector specialist Olivier Dauvers. The first, which announced the sale of twenty stores in late April, suffered a loss of 0.3 point over the period, while the second fell by 0.4 point market share, penalized by its Leader Price stores.