The impact of Tesco’s Big Price Drop has resulted in less cash going through the grocery giant’s tills but more shoppers, market monitor Kantar has reported.
The introduction of the Big Price Drop meant Tesco was the only one of the big four grocers to bear a year-on-year market share decline in the 12 weeks to November 27 – from 30.7% to 30.5% - and its growth of 3.8% was behind the 4.2% generated in the wider grocery market.
However Kantar Wordpanel director Edward Garner said: “This may at first seem disappointing for Tesco given the Big Price Drop initiative, however, it is not wholly unexpected.
“With more products available for less, the amount of cash taken at the tills has understandably dropped. Despite this, Tesco has successfully attracted more shoppers to its stores through the promotion.
“This strategy, coined ‘self imposed deflation’ by Tesco, is something we have seen in the past and it’s clear that Tesco is using this method again to help shoppers save.”
The data also revealed Asda’s strongest growth since December 2009, helped by the integration of Netto stores, while Morrisons delivered its 11th consecutive market share rise, which now stands at12.1%. Sainsbury’s share was stable at 16.4%.
The total market share controlled by hard discounters fell to 6.0% from 6.2% a year ago, while Waitrose’s growth was 9% and Iceland’s 11%.
Market share - total till roll
| 12 Weeks to 28 November 2010 | 12 Weeks to 27 November 2011 | change | |||
|---|---|---|---|---|---|
| £000s | % * | £000s | % * | % | |
| Total Till Roll | 31,695,360 | 32,506,720 | 2.6 | ||
| Total Grocers | 23,279,810 | 100.0% | 24,259,590 | 100.0% | 4.2 |
| Total Multiples | 22,777,870 | 97.8% | 23,729,380 | 97.8% | 4.2 |
| Tesco | 7,140,450 | 30.7% | 7,408,791 | 30.5% | 3.8 |
| Total Asda | 4,103,979 | 17.6% | 4,165,290 | 17.2% | 1.5 |
| Asda | 3,949,166 | 17.0% | 4,158,629 | 17.1% | 5.3 |
| Netto | 154,813 | 0.7% | 6,661 | 0.0% | -95.7 |
| Sainsbury’s | 3,826,182 | 16.4% | 3,986,533 | 16.4% | 4.2 |
| Morrisons | 2,792,250 | 12.0% | 2,926,063 | 12.1% | 4.8 |
| Co-operative | 1,554,052 | 6.7% | 1,593,624 | 6.6% | 2.5 |
| Somerfield | 75,840 | 0.3% | 4,891 | 0.0% | -93.6 |
| Waitrose | 954,934 | 4.1% | 1,040,483 | 4.3% | 9.0 |
| Iceland | 411,794 | 1.8% | 457,276 | 1.9% | 11.0 |
| Aldi | 726,670 | 3.1% | 838,416 | 3.5% | 15.4 |
| Lidl | 561,581 | 2.4% | 612,055 | 2.5% | 9.0 |
| Farm Foods | 133,803 | 0.6% | 138,473 | 0.6% | 3.5 |
| Other Multiples | 496,340 | 2.1% | 557,489 | 2.3% | 12.3 |
| Symbols & Independents | 501,933 | 2.2% | 530,205 | 2.2% | 5.6 |
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