Tesco and Lidl have both made significant strides in the British apple market, defying current trends.
- Tesco achieved the title of British apple supermarket of the year 2024, replacing last year’s title holder, Aldi.
- Lidl recorded its best performance in British apple sales with a remarkable year-on-year growth.
- Tesco’s sales translated to a significant 192 million individual British apples sold, equivalent to six apples every second.
- Lidl’s trial to stock British apples year-round and its promotional campaign contributed to a 51% sales boost on the first day.
Tesco has been acknowledged as the British apple supermarket of the year for 2024. This recognition was awarded by British Apple & Pears Limited (BAPL) for Tesco’s outstanding performance in selling 26,705 tonnes of British apples. This impressive achievement equates to about 192 million individual apples, or six apples sold every second. Such sales figures demonstrate Tesco’s commitment to supporting British agriculture and offering quality produce to consumers.
Ashwin Prasad, Tesco’s chief commercial officer, expressed pride in Tesco’s role in promoting home-grown apples. He noted the versatility of apples, highlighting their popularity both as a quick snack and as an ingredient in traditional recipes. Tesco’s efforts in collaborating with British growers have enabled it to provide a wide variety of apples, reinforcing the supermarket’s leadership in this category.
Meanwhile, Lidl exhibited its best year-on-year performance in the British apple category. By purchasing 18,096 tonnes from BAPL members, Lidl secured 14% of all British apple sales, a figure notably higher than its 8% grocery market share. The discounter successfully trialled keeping British apples on shelves throughout the year in select stores, significantly impacting its sales growth.
A strategic 50% discount offered through Lidl’s loyalty app, Lidl Plus, resulted in a marked 51% increase in apple sales on the promotion’s first day. Richard Bourns, Lidl’s chief commercial officer, asserted the company’s commitment to backing British growers even amid challenging market conditions. This dedication is evident from the supermarket’s efforts to introduce new apple varieties and deliver competitive prices to consumers.
Both Tesco and Lidl exemplify a robust commitment to supporting British apple growers and providing consumers with consistent access to locally-sourced apples. Their strategies reflect a broader trend of supermarkets prioritising domestic produce to ensure quality and support local economies.
Tesco and Lidl have set an exemplary standard in the British apple market, reinforcing their roles as key players in supporting local agriculture.
