Lidl's sales in Great Britain have increased by 10% to more than £13bn this year. This growth was attributed to shoppers seeking cheaper fresh produce and the popularity of its Deluxe range.
The German-owned supermarket's pre-tax profit in Great Britain grew by 30% to £245.5m in the year ending in February, up from £156.8m in the previous year. Lidl spent £315m on price cuts and promotions, including its "pick of the week" product.
Lidl has become the fifth largest grocer in Great Britain, surpassing Morrisons. Its market share reached 8.6% in the 12 weeks to 17 May, according to Worldpanel by Numerator. Deluxe sales also saw a 12% increase, with Lidl GB chief executive Ryan McDonnell noting that customers are choosing to "trade up and treat themselves at home."
The supermarket's loyalty programme, Lidl Plus, experienced a 23% rise in participants this year. This contrasts with Aldi, which does not operate a loyalty scheme.