Major supermarkets have suffered their most substantial year-on-year drop in sales since October 2014, with sales value down by -1.2%.

The latest Nielsen figures for the four-week period ending on 7 November showed a continued decline in volume (-0.5%) and value sales in UK supermarkets.

Meanwhile data from Kantar Worldpanel revealed sales at Lidl and Aldi surged by 19% and 16.5% respectively in the 12 weeks ending 8 November, meaning the German discounters have collectively reached 10% of market share for the first time.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “If you look back as recently as 2012 Aldi and Lidl only held a 5% share of the market, and it had previously taken them nine years to double their combined share from 2.5%.

“In the last 12 weeks the two retailers have attracted another additional million shoppers compared with last year while average spend per trip has increased by 4% to £18.85, which is 78p ahead of the total retailer average.”

On year-on-year sales over a 12-week period until 8 November, Sainsbury’s was the only one of the top four supermarkets to record an increase, up 0.4%, according to Kantar.

Meanwhile sales at Tesco and Morrisons declined by -1.8%, while Asda was hit hardest with sales down -4.7%. Waitrose and the Co-operative sales grew by 2.7% and 1.5% respectively, marking the Co-operative’s first year-on-year growth since 2011.