The big four supermarkets feel a ‘Lidl’ pressure

The German discounter’s sales to reach £4bn this year as Lidl prepares to launch a £20m high profile marketing campaign called LidlSurprises.

The big four, Tesco, Sainsburys, Asda and Morrisions have all lost market share to the likes of Lidl and Aldi who both have market shares of 3.6% and 4.8% respectively, both behind Waitrose who is also expanding sales in this fiercely changing market.