Lidl experienced a 33% increase in year-on-year (YOY) sales for its premium product range, Deluxe, this Christmas, with customers switching £58m of spend from Waitrose, M&S and the big four over to the discounter.
After winning Gold at the Quality Food Awards, the supermarket’s Deluxe Large Broadland Free Range Bronze Turkey performed particularly well, with sales increasing by more than 100% YOY. At just £3.95 per kg, the discounter’s Birchwood Farm Turkey also offered customers the best value whole fresh British turkey this Christmas, contributing to an overall increase of 18% in turkey sales.
Other best-selling products from the Deluxe range, which offers shoppers high quality products at market-leading prices, were:
- Deluxe Hand Cooked Crisps
- Deluxe Luxury Mince Pies
- Deluxe Brioche Burger Buns
Sales across the estate in the 6 weeks to 30thDecember were up 8% on the same period in 2017, with its busiest day falling on Saturday 22ndDecember.
Christian Härtnagel, Lidl UK CEO, said: “We have continued to expand our footprint across the UK over the past year, and it is no surprise that this contributed to more customers than ever before shopping with us in December and over the Christmas period. In the context of a tough trading environment facing all grocery retailers, we are particularly pleased with the performance of our ‘Deluxe’ premium range of products, which registered strong sales increases and proved a major draw for new and existing customers. We understand that shoppers are increasingly conscious of cost and for that reason, we not only continued to invest in our low prices – as is seen in our 19p veg offers – but also innovation across our premium range, all to enable our customers to have the best possible seasonal celebrations.”