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6. Christmas is coming

The latest market data shows that the discounters continue to make headway as the crucial Christmas trading period arrives. Sainsbury appears to be ahead of the pack as the annual Christmas advertising ‘beauty parade’ takes to the stage.

The latest Kantar data up to mid-November shows that the discounters continue to make ground on the major retail chains, within a very flat market in terms of overall consumer expenditure. Aldi and Lidl reached a combined 10% of the market, representing a doubling of their market share since 2012. Waitrose also continue to outperform their larger rivals.

 Aldi and Lidl continue to make progress


The Institute of Grocery Distribution (IGD) forecast that consumer expenditure will rise to £20.3 billion in the Christmas period (up by 1.4% on 2014), with nearly 70% of shoppers saying that they will shop at the discounters for Christmas purchases and yet more consumers will be shopping online this year.

 Mog’s Christmas calamity

Among the grocery retailers, Sainsbury appears to be winning the Christmas advertising battle and has recorded the highest number of ‘shares’ (970,000) on social media – 'Mog's Christmas calamity' was written by children’s author, Judith Kerr.

The other main contenders are:

Aldi - 'Favourite things'

Asda - 'Light up everything'

Co-op - 'Ice Christmas'

Lidl - 'School of Christmas'

Marks & Spencer - 'Adventures in Christmas' 'Taste of Food Event’

Morrisons - ‘Make it a magical Christmas’

Tesco ‘Every little helps’ - 'Flirt' 'Party Food'

Waitrose - 'Whatever makes your Christmas'

The Sainsbury advertising was eclipsed by the John Lewis 'Man on the Moon' advertising (1.3 million ‘shares’) – cunningly spoofed by Aldi with their own 'Telescope' version, suggesting that shoppers can buy telescopes more cheaply at Aldi – but, according to Marketing Magazine, unfairly so, as they didn’t compare ‘like with like’.

 Aldi – cheaper telescope?


But Brand Republic reported that both Sainsbury and John Lewis were overtaken by Germany’s largest retailer, Edeka, whose ‘Heim Kommen’ ('Time to come home') ad. topped the viral charts with 2.39 million ‘shares’.

 Edeka tearjerker