Aldi reports “best ever” Christmas

Discount supermarket chain Aldi said it achieved its “best ever” Christmas last year, with sales in December rising 0.4% from the same month in 2020, when households stuck at home because of COVID-19 lockdown restrictions spent more than usual on groceries.

Against pre-pandemic 2019, sales in December grew by 8.1%, Aldi said in a statement.

Aldi was the only supermarket chain in the UK to grow sales in December, the grocer said, citing data from market researcher Kantar.

The group said its Christmas ad, featuring Kevin the Carrot, was deemed the year’s most effective by Kantar’s annual consumer survey and helped it attract more than half a million new customers from the Big Four supermarkets, Tesco PLC (LSE:TSCO), J Sainsbury PLC (LSE:SBRY), Asda and Wm Morrison Supermarkets PLC (LSE:MRW).

“As the UK’s fastest-growing supermarket in 2021, our premium Specially Selected range notched up its highest ever sales. We saw strong demand for our award-winning beers, wines and spirits,” said Aldi UK chief executive Giles Hurley.

The supermarket chain promised to offer shoppers the lowest grocery prices as household bills and inflation rise.

“As we look ahead, the top priority for most families this year will be managing their household budgets in the face of rising living costs. As the cheapest supermarket in Britain, Aldi will always offer the lowest prices for groceries, no matter what, and continue to support our British farmers and producers,” said Hurley.

The group has previously announced plans to create 2,000 jobs in 2022 and invest £1.3bn over two years, opening 100 new stores and distribution centres.

Staff will see wages increase to a minimum of £10.10 an hour, or £11.55 for those inside London’s M25 motorway, from next month.