Key Takeaways
- Lidl overtakes Morrisons in UK supermarket market share 2025 food and drink data.
- Lidl grew sales 10.1%, pushing its share to 7.7%; Morrisons slips to 7.6%.
- Broader 12-week data still shows Morrisons narrowly ahead—but Lidl is gaining.
- Lidl’s lean pricing and store expansion underpin its rise.
- UK grocery landscape faces structural realignment toward discounters.
Lidl has surpassed Morrisons in the UK supermarket market share 2025 rankings for food and drink, signaling a deeper shift in Britain’s grocery hierarchy as discounters solidify their lead.
The German retailer now holds 7.7% of the UK food and drink sector, narrowly overtaking Morrisons at 7.6%, according to Worldpanel by Numerator. That jump reflects a 10.1% rise in Lidl’s annual sales. Morrisons saw only 1.5% growth, as its share continued to erode.
The rankings — based on full-year food and drink data — illustrate how Lidl’s pricing model, limited-range strategy, and store rollout are recalibrating UK grocery competition.
UK Supermarket Market Share 2025 (Food & Drink, Year to July 13)
| Supermarket | Market Share (%) | YoY Sales Growth |
|---|---|---|
| Tesco | 27.4% | +4.3% |
| Sainsbury’s | 14.6% | +2.8% |
| Asda | 13.2% | +1.9% |
| Aldi | 10.7% | +8.6% |
| Lidl | 7.7% | +10.1% |
| Morrisons | 7.6% | +1.5% |
Private-Label Strategy Driving UK Discount Grocery Growth
At the core of Lidl’s climb in the UK supermarket market share 2025 table is its disciplined, value-first approach. The retailer leverages European-scale supply chains to keep costs low and shelves focused.
“They’re winning where it counts—in the fresh aisles, in pricing perception, and in store accessibility,” said Catherine Shuttleworth, CEO of consultancy Savvy.
The rise of discounters like Lidl and Aldi underscores how UK shoppers are shifting behavior, prioritizing core-value products over brand loyalty.
Morrisons Loses Ground in UK Grocery Rankings 2025
Morrisons, long one of the UK’s “big four,” has slipped into sixth place on the food and drink leaderboard. While it still holds a slim advantage in broader 12-week till-based market data—8.4% versus Lidl’s 8.3%—analysts expect Lidl to overtake fully in coming quarters.
“Morrisons has struggled to position itself clearly,” said retail analyst Bryan Roberts. “It’s neither a premium destination nor the cheapest. That leaves it squeezed.”
Structural Forces Reshape UK Supermarket Market Share 2025
The shake-up reflects deeper structural pressures in the UK supermarket market share 2025 landscape. Tesco remains dominant, but discount-driven formats are winning across households, especially amid economic strain.
Morrisons, under private equity ownership since 2021, has yet to reverse its gradual decline, while Lidl adds stores and campaigns on value.
“This isn’t just Lidl versus Morrisons,” Shuttleworth added. “It’s about the future structure of UK grocery—and right now, it’s bending toward discount.”
