Asda has hit an all-time record share for the 12 weeks ending February 22 of 17.3 per cent. Morrisons also continues its strong run with 8.2 per cent growth, lifting its share from 11.6 per cent to 11.8 per cent.
Sainsbury’s growth of 5.7 per cent is slightly below the total for the sector, hence the slight share drop of 0.1 per cent. TNS said this figure is explained by the self-imposed price deflation as their pricing becomes more aggressive. It also said Tesco’s increases in sales of the Value range and Discount brands are a contributing factor to price deflation.
The figures overall continue last month’s strong growth rate of 6.4 per cent. However, this remains below the grocery price inflation of 8.7 per cent as shoppers continue to seek lower prices, both in terms of switching retailers and brands within those shops.
The discounters continue to shine in the recession, with combined share lifting from 5.5 per cent a year ago to 6 per cent. However, the freezer retailers are enjoying a renaissance with Iceland and Farm Foods both recording double-digit growth bolstered by the growth of 9.1 per cent in the total frozen food category.
Rival research house Nielsen reported sales at grocery multiples grew 5.7 per cent in the four weeks to February 21, as the grocery market continued to hold its ground in a tough trading environment.
Nielsen found Morrisons continues to grow sales ahead of its nearest competitors, up 8.2 per cent, but its rate of gaining new shoppers is beginning to slow. Asda also performed well, with 7.6 per cent sales growth in the last 12 weeks, increasing to 8.2 per cent in the four weeks to 21 February.
After a difficult end of 2008, Waitrose is growing once again, up 3.2 per cent. Amount of spend per visit has continued to grow since Christmas with Waitrose customers currently spending 9 per cent more each time they visit than they did a year ago.
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