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.

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.

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