In reports published this week, discount supermarkets Lidl and Aldi both announced growth in their premium-own-brand ranges over the Christmas period. 

Lidl said that it saw a 260% increase in the sales of its Comté de Senneval Champagne during the busiest week of the festive season. 

This momentum continued across its wider own-brand ranges, where Deluxe party food delivered triple-digit growth. 

Aldi likewise saw a 3% rise in Christmas sales, largely led by its premium-own-brand range, according to the retailer. 

Sales of Specially Selected products in the supermarket increased by over 12% in the four weeks leading up to Christmas. This included the sale of 5.5 million bottles of sparkling wine. 

More generally, both discounters reported strong growth in the four weeks to Christmas. Lidl said that it welcomed nearly 51 million customers in the timeframe, almost four million more than last year. Sales also increased by 10% overall year-on-year. 

Lidl added that it exceeded £1.1bn in turnover in the four weeks to Christmas, with Monday 22 December marking the busiest day. 

Aldi commented that this year was its best-ever Christmas, partly due to five new store openings in December, which boosted figures.