In the four weeks to May 18, 2025, Asda saw its sales fall by 3.2%, marking it as the only major UK supermarket to record a decline during the period.
In stark contrast, discount rivals Aldi and Lidl posted strong growth, with sales rising 11% and 8.4% respectively, lifting their market shares to 11.1% and 8.1%.
Asda Market Share Drops to Record Low Despite Price War Push
Asda’s share of the UK grocery market has slipped to a record low, marking another blow for the struggling retailer. According to new data, Asda’s market share fell to just 12.1% in the 12 weeks to May 18 — its lowest level since Kantar began tracking the data in 2011.
This decline comes despite efforts by Chairman Allan Leighton to revive the supermarket’s fortunes through an aggressive price war aimed at regaining lost ground from competitors such as Tesco, Aldi, and Lidl.
While the lower prices helped Asda deliver its best performance in a year, they weren’t enough to stem the overall sales decline, which fell by 3.2% during the period.
Asda was once again the only major supermarket to see a drop in sales over the 12 weeks, while rivals continued to gain ground. Lidl and Ocado posted double-digit sales growth of 10.9% and 14.9% respectively.
Even Marks & Spencer and the Co-op managed to report improved grocery sales during the period, despite both being hit by cyber attacks.
Asda’s Struggles Deepen Under Private Equity Ownership
Asda has faced persistent challenges since its £6.8 billion debt-fuelled acquisition by TDR Capital and the Issa brothers in 2021. The takeover has made it difficult for the supermarket to compete with lower-priced rivals, particularly as it grapples with rising costs and mounting competitive pressure.
The retailer has also lacked consistent leadership, with no permanent chief executive in place since Roger Burnley’s departure in August 2021. In an effort to stabilise operations, retail veteran Allan Leighton was brought in as chairman last year. He has since overseen increased investment in store opening hours and relaunched the supermarket’s signature “Rollback” price-cutting campaign.
Despite these efforts, Asda’s market share has continued to slide—from 15.0% in 2021 to just 12.3% today. The latest figures also show that grocery price inflation has climbed to 4.1%, its highest level since early 2024, adding further pressure on consumers and retailers alike.
