Supermarket chain Aldi has celebrated its “best ever Christmas” after an annual jump in December trading, thanks to its successful advertising campaign that boosted customer demand for festive food and drinks.
The discounter reported that UK sales were up 0.4 per cent in December compared to the same month last year, as supermarkets were buoyed by lockdown measures that forced them to close. hospitality establishments.
Aldi said figures from research firm Kantar show it was the “only major supermarket” to increase sales in December. Its 2020 figures for the month were also 8.1 percent higher than its December 2019 revenue.
The group is the fifth largest supermarket group in the UK, with a 7.7 percent market share, according to Kantar. It is privately owned by its German parent company, Aldi Sud.
The supermarket added that the growth was fueled by record sales in its premium range and strong demand for beer, wine and spirits to accompany customers’ Christmas celebrations.
During the run-up to the holidays, Aldi said it sold more than 43 million mince pies, 21 million pigs in blankets and 118 million Brussels sprouts.
Shoppers also put more than 5.5 million bottles of champagne, sparkling wine and prosecco in their carts for their Christmas and New Year plans.
The firm said lower prices had attracted customers from its competitors, which bosses attributed to its “highlight” ad campaign featuring its mascot Kevin the Carrot and English footballer Marcus Rashford.
Aldi UK chief executive Giles Hurley said the campaign “reminded Britain last year that you don’t have to be extravagant to be nice, just as you don’t have to spend a lot to please your family with a little luxury at Christmas”. .
He added that the discount store would likely benefit even more this year if people opted for cheaper groceries this year, amid a nationwide cost-of-living crisis due to higher prices and rising utility bills. Energy.
“There is no doubt that 2021 was a long and difficult year for many people, but our amazing colleagues stopped at nothing when they came together to deliver the Christmas our customers deserved,” he said.
“Looking ahead, the top priority for most families this year will be managing their household budgets in the face of rising cost of living.
“As Britain’s cheapest supermarket, Aldi will always offer the lowest prices on groceries, come what may, and will continue to support our British farmers and growers.”
Several large supermarkets have yet to release their holiday results, with Tesco, Sainsbury’s and Marks & Spencer releasing their business figures later this week.