The change to the big four line-up of supermarkets comes as shoppers seek to save on their grocery bills amid the cost-of-living crisis.

The latest data, by research firm Kantar, reported a rise in Aldi’s sales of 18.7% over the 12 weeks to 4 September 2022. This took Aldi’s market share to 9.3%, overtaking Morrisons’ 9.1% market share and putting it in 4th place.

As shoppers continue to feel the financial pressure of inflation discount grocers are are expected to benefit further. The trend is already evident in other brands as Lidl’s sales went up 20.9% for the same period, growing the chain’s market share to 7.1%. 

Fraser McKevitt, Kantar’s head of retail and consumer insight, said: “It seems there’s no end in sight to grocery inflation as the rate at which food and drink prices are increasing continues to accelerate.

“Now standing at 12.4% for August, the latest figure means that the average annual grocery bill will go from £4,610 to £5,181 if consumers don’t make changes to what they buy and how they shop to cut costs. That’s an extra £572 a year. Categories like milk, butter and dog food are jumping up especially quickly at 31%, 25% and 29% respectively.”