In the 12 weeks leading up to March 17, 2024, sales at Asda increased by *** percent compared to the same period a year earlier. Between the 9th of November 2014 and the 26th of March 2017, Asda’s sales on the British market shrank. After that period its sales started to grow again even surpassing a growth rate of *** percent four times until March 2019. However, in the second half of 2019 and early 2020, Asda saw a devastating decline in sales. Sales picked up in April 2020, likely due to the impact of the pandemic on food shopping behavior. Since then, sales have continued to grow at similar levels due to the impacts of inflation. Competition by German discountersThe two discounters Aldi and Lidl had a higher sales growth in Britain than Asda during the entire period covered here. However, not only was the sales growth of both discounters higher than that of Asda, but during the entire time frame it was higher than Asda’s peak growth of ** percent in the twelve weeks leading up to July 12, 2020. Other big grocersWhile the two German discounters had a significant sales growth on the British market, other competitors, such as Tesco, Morrisons, and Sainsbury’s, struggled with their sales growth as much or more than Asda.

The market share of the leading supermarkets in Great Britain (GB) has begun to shift from the traditional market leaders to discounters in recent years. However, Tesco and Sainsbury's have continually had the largest share over the period under consideration, holding **** percent of the market together as of July 2025. Prior to the popularity of the discounters, the grocery retail market was dominated by the 'big four' supermarkets: Tesco, Sainsbury's, Asda, and Morrisons. On the back of the post-Brexit uncertainty and growing inflation, consumer behavior has shifted in favor of cheaper alternatives such as Aldi and Lidl. In September 2022, Aldi took over fourth place in the grocery store ranking from Morrisons for the first time. In April 2023, Aldi's market share reached double digits for the first time. In July 2025, this figure stood at **** percent.