There are few sharper symbols of how brutally the British grocery market has reshaped itself over the past decade than this: Morrisons, once one of the proud “big four”, has been overtaken by Lidl in the league table of the nation’s largest supermarkets.
The Bradford-based grocer reported that group like-for-like sales rose 2.2 per cent in the three months to the end of April, a slowdown from the 2.8 per cent growth it posted in the opening quarter of the year. Total sales edged up 1.7 per cent to £4 billion over the period, lifted, the company said, by fresh food promotions tied to Valentine’s Day, Mother’s Day and Easter. Underlying earnings (Ebitda) for the first half climbed 5.7 per cent to £323 million.
Steady enough numbers in isolation. The problem for Morrisons is what was happening elsewhere on the shelf.
According to Worldpanel by Numerator, Lidl held 8.6 per cent of the UK grocery market in the 12 weeks to 17 May, nudging ahead of Morrisons on 8.3 per cent and claiming the title of Britain’s fifth-largest grocer. For a chain that controlled barely more than 1 per cent of the market at the turn of the millennium, it is a remarkable ascent, and one we have tracked closely as Lidl crossed the threshold.
Morrisons, predictably, is not minded to concede the point. The grocer argued that the Worldpanel figures “underestimate” its true position because they exclude convenience stores. A spokesman added that the chain had “maintained our share while not opening new supermarkets, unlike the discounters who continue to add significant new space”. There is data to support the pushback: separate figures from NIQ put Morrisons on 8.5 per cent for the same window, just ahead of Lidl’s 8.3 per cent. The trade bible The Grocer noted that the two are now running neck and neck, the precise ranking depending on whose tape measure you trust.
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