Discounters are set to outpace the wider grocery market through to 2030, reinforcing their growing influence on the global retail landscape, according to a new report from IGD.
The Global discount trends 2026 report forecasts the channel will grow at a compound annual rate of 4.8%, ahead of the total grocery market’s 4.0%. Growth will be driven by continued consumer demand for value, ongoing store expansion and faster innovation across operations and product development.
IGD highlights that discounters are shedding their low-cost image and evolving into more sophisticated operators, with stronger brand perception and resilience to changing shopper spending. By 2030, the channel is expected to account for 9.7% of global grocery sales, adding around £156bn in revenue.
Europe will remain the sector’s core market, with discounters projected to hold a 23.6% share. However, expansion in the US and parts of Eastern Europe is expected to accelerate growth. Major players such as Aldi and Lidl are forecast to generate combined sales of approximately £249bn by the end of the decade.
The report also identifies faster growth in variety discounters, alongside four key trends shaping the sector: enhanced value propositions beyond price, greater focus on health, improved in-store engagement, and increased transparency around sustainability.
For suppliers, IGD stresses the need for closer collaboration with discounters, particularly in areas such as private label, supply chain efficiency and value-led innovation, as the channel continues to gain momentum globally.