Tesco and Lidl are leading figures in the British apple market, showcasing impressive growth against market trends.
- Tesco has been named the leading supermarket for British apples by British Apple & Pears Limited (BAPL).
- Tesco’s 2024 sales figures surpassed Aldi’s previous record, with 26,705 tonnes sold.
- Lidl’s innovative strategies resulted in a 51% increase in apple sales over a single promotion day.
- Both supermarkets illustrate the importance of supporting British growers and adapting to market demands.
Tesco and Lidl are currently at the forefront of the British apple market, demonstrating remarkable growth contrary to prevailing market trends. Their achievements highlight a shared commitment to supporting local agriculture and adapting effectively to consumer demands.
Tesco was awarded the title of British apple supermarket of the year 2024 by British Apple & Pears Limited (BAPL). The retailer’s sales figures were remarkable, with 26,705 tonnes of apples sold. To put this into perspective, this equates to 192 million individual apples, or approximately six apples sold every second. This achievement is significant as it surpasses the previous record held by Aldi, underscoring Tesco’s dominant position in the market. Tesco’s Chief Commercial Officer, Ashwin Prasad, emphasised the supermarket’s commitment to British produce, stating, “From British orchards to our tables, our customers love delicious home-grown apples.”
Lidl achieved its best year-on-year performance in the British apple category. The supermarket purchased 18,096 tonnes of apples from BAPL members, which accounted for 14% of all British apple sales. Notably, Lidl’s commitment to stocking British apples year-round as part of a trial in selected stores distinguished it from competitors. The introduction of a 50% discount via the Lidl Plus app significantly boosted sales, with a remarkable 51% increase on the promotion’s first day. Richard Bourns, Lidl’s Chief Commercial Officer, remarked on the importance of supporting British growers, stating, “In a challenging year for the sector, it has been more important than ever that we back our British growers.”
These developments by Tesco and Lidl not only reflect a strong business acumen but also highlight an alignment with consumer preferences towards locally sourced produce. Both retailers have effectively capitalised on the growing demand for British apples.
The strategic efforts by Tesco and Lidl underscore their leadership in the British apple market, setting new standards for the industry.
