New stores drive record sale levels at Aldi

The German supermarket said total UK sales were more than 15 per cent higher during December compared to the same month in 2015.

The budget chain’s “specially selected” premium range saw sales rocket 27 per cent, with Argentinian Malbec, mince pies and a 30 day aged roasting joint among the top-selling products. UK chief executive Matthew Barnes used the group’s trading update to take aim at upmarket rivals Waitrose and M&S.

He said: “The people of Britain were very clear on what they wanted on their dinner tables this Christmas - unbeatable value premium-quality products and the lowest prices on festive essentials. Sales of our premium specially selected range in particular surpassed expectations - a clear sign that more and more people are realising they can treat their families to products of a quality comparable to Waitrose and M&S at a fraction of the price by shopping with Aldi.”

The chain sold over 13.5 million bottles of wine, champagne and Prosecco during December and said a special promotion on fruit and veg sales also boosted sales. However, the group did not disclose its like-for-like sales for the period, a more widely used industry measure of performance.

Experts believe Britain’s biggest supermarkets are expected to have fought back strongly in the battle for Christmas shoppers as sales momentum at rivals Aldi and Lidl slows and is largely driven by new store openings.

City analysts predict Tesco, Morrisons, Sainsbury’s and Asda - the so-called big four - have all performed better than in previous years, when they have taken a hammering from Aldi and Lidl.