Tesco and Lidl have been recognized for driving British apple sales, defying market trends.
- Tesco was awarded the British apple supermarket of the year 2024 by BAPL.
- Tesco’s sales reached an impressive 26,705 tonnes, surpassing previous leader Aldi.
- Lidl’s apple sales surged, with a notable 14% of the British apple market share.
- Lidl implemented a successful year-round stocking and promotional strategy.
Tesco and Lidl have emerged as leaders in promoting British apple consumption, challenging market norms with unprecedented sales growth. Tesco has been honored as the British apple supermarket of the year 2024 by British Apple & Pears Limited (BAPL), achieving a remarkable sale of 26,705 tonnes, equivalent to 192 million individual apples. This monumental figure translates to selling approximately six apples every second. Such accomplishment dethroned Aldi, last year’s titleholder, emphasizing Tesco’s commitment to delivering locally sourced fruit to consumers.
Chief Commercial Officer Ashwin Prasad articulated Tesco’s dedication to British produce, stating, “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 statement reflects the retailer’s effort to integrate apples into daily life, whether as snacks, packed lunches, or part of traditional desserts.
Concurrently, Lidl celebrated its most successful year in British apple sales, procuring 18,096 tonnes from BAPL members. This achievement corresponds to 14% of all British apple sales, notably higher than Lidl’s overall grocery market share of 8%. Lidl stands out as the only discounter maintaining a consistent supply of British apples throughout the year. This strategy was augmented by a promotional offer through the Lidl Plus app, leading to a 51% sales increase on the first day of the discount.
Richard Bourns, Lidl’s Chief Commercial Officer, expressed satisfaction with their recognition by BAPL, reaffirming the chain’s loyalty to British growers: “In a challenging year for the sector, it has been more important than ever that we back our British growers, and our significant over-index in British apple sales is testament to our ongoing commitment.” Lidl intends to continue expanding its apple varieties, guaranteeing quality produce for customers year-round.
Both Tesco and Lidl effectively demonstrated their capability to support British agriculture and tap into the increasing demand for local produce.
