Tesco and Lidl have achieved significant successes in the British apple market, defying broader trends.
- Tesco was recognised as the British apple supermarket of the year by British Apple & Pears Limited.
- The retail giant achieved sales of 26,705 tonnes, surpassing its previous competitors.
- Lidl demonstrated remarkable growth, with a 14% share of British apple sales from BAPL members.
- Lidl’s innovative promotions led to a 51% sales spike on offer days.
In a notable triumph over market trends, Tesco and Lidl have been lauded for their remarkable performance in British apple sales. Tesco emerged as the standout player, securing the British apple supermarket of the year title, awarded by British Apple & Pears Limited. This accolade was the result of Tesco’s massive sales figures, which stood at an impressive 26,705 tonnes, equating to 192 million individual British apples. This volume reflects Tesco’s ability to sell six apples every second throughout the year. Chief Commercial Officer Ashwin Prasad expressed pride in partnering with British apple growers, emphasizing customer preference for home-grown produce. Prasad stated, “From British orchards to our tables, our customers love delicious home-grown apples. We’re proud to work with British growers to provide the nation with more apples than any other supermarket.” This achievement dethroned Aldi, the previous holder of the title.
While Tesco celebrated its achievement, Lidl also demonstrated outstanding performance, achieving its highest year-on-year results in this category. Lidl purchased 18,096 tonnes of British apples from BAPL members, translating to 14% of total British apple sales, significantly exceeding its grocery market share of 8%. Notably, Lidl was the only discounter to stock British apples continuously throughout the year as a part of a trial in selected locations. Furthermore, the introduction of a 50% discount promotion through the Lidl Plus loyalty app catalysed a remarkable 51% increase in apple sales on the first day of the offer. This innovative strategy underscores Lidl’s effective marketing tactics and commitment to supporting British growers. Chief Commercial Officer Richard Bourns remarked, “We’re delighted to receive recognition from BAPL for the increased volume of produce we buy from British growers. In a challenging year for the sector, it has been more important than ever that we back our British growers.”
Tesco and Lidl have not only outperformed competitors but also solidified their commitment to British apple growers, setting a high standard in the industry.
