Lidl GB has reported a sharp rise in sales and customer numbers, as digital investment and innovation play a growing role in driving shoppers into stores.
The discounter welcomed an additional 43 million customer visits during the year, helping revenue increase by 10.8% to £13bn, up from £11.7bn a year earlier. Operating profit rose to £345m from £314m as shoppers continued to seek value amid ongoing pressure on household budgets.
Higher footfall led to an increase of 486 million products sold, with strong growth across key grocery categories including meat, poultry, fruit and vegetables. Sales of Lidl’s premium Deluxe range also increased by 12%, while the retailer said it benefited from more than £650m of direct switching from rival supermarkets.
Digital engagement was a key driver of growth
Lidl said investment in its Lidl Plus loyalty app contributed to increased store visits, with user numbers rising 23% year-on-year. More than half of its shoppers use a loyalty coupon – compared to a quarter last year – showing that investment in Lidl Plus is fuelling growth. The retailer plans to step up that investment in 2026, including a 60% increase in funding for personalised coupons and the continued rollout of its Lidl & Go self-scanning proposition.
The results highlight how Lidl is combining its value-led proposition with more sophisticated digital tools aimed at deepening customer loyalty. The strategy is intended to increase footfall in stores and frequency of visits while maintaining Lidl’s position as a low-price operator.
Alongside its digital investment, Lidl spent £315m on price cuts and promotions during the year, including its Pick of the Week campaign. The retailer was recently named the cheapest supermarket in The Grocer’s Super Grocer 33 ranking.
Expanding physical estate
Lidl also continued to expand its physical estate, reaching the milestone of 1,000 UK stores and opening more than 40 locations during the year. A further £43m was invested in upgrades across more than 70 existing stores, including self-checkouts, expanded freezer space and energy-efficient equipment.
Looking ahead, Lidl plans to open more than 50 additional stores as part of a £600m investment programme.
Ryan McDonnell, chief executive of Lidl GB, said the performance reflected the trust customers place in the retailer and its continued investment in “low prices, high quality and maximum value”. The supermarket became the UK’s fifth-largest grocery retailer in May and says three in five UK households now shop with the brand.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research. Click here to subscribe to the FREE newsletter sent straight to your inbox. Why not follow us on LinkedIn to receive the latest updates on our research and analysis?
