Lidl jumps from ninth to first for customer comeback as UK shoppers rewrite supermarket loyalty

New grocery transaction data indicates that even highly loyal shoppers use an average of three retailers, underscoring a fragmented and competitive supermarket market. Lidl rose from ninth to first in improving its ability to bring recent grocery customers back, signaling stronger customer-retention performance versus peers. The report suggests supermarkets are pursuing materially different growth strategies amid multi-store consumer shopping behavior.