Lidl’s UK sales boosted by Deluxe range and pulling in more shoppers

Lidl, a German-owned supermarket chain, saw its sales in Great Britain increase by 10% to more than £13 billion this year, driven by shoppers seeking out cheaper fresh produce and the popularity of its Deluxe range. The Deluxe range, Lidl's own-label collection of premium food, home, and beauty products, experienced a 12% year-on-year sales increase. This helped Lidl GB surpass Morrisons to become the fifth largest grocer in Great Britain with an 8.6% market share for the 12 weeks ending May 17, according to Worldpanel by Numerator data. Lidl also reported a pre-tax profit of £245.5 million for the year ended February, up from £156.8 million previously. The company attributed its growth partly to significant investments in price cuts and promotions, noting that around 43 million more customers visited their shops during this period.