The big four grocers are continuing to lose market share while Aldi has notched up record growth, the latest Kantar industry data showed.
Asda, Morrisons, Sainsbury’s and Tesco all suffered sales declines in the 12 weeks to March 30, while Aldi notched up record sales growth of 35.3% to account for an unprecedented 4.6% market share.
| Percentage market share of grocers | ||
|---|---|---|
| 12 weeks to March 31, 2013 (%) | 12 Weeks to March 30, 2014 (%) | |
| Total Multiples | 97.8 | 97.9 |
| Tesco | 29.7 | 28.6 |
| Asda | 17.6 | 17.4 |
| Sainsbury’s | 16.9 | 16.5 |
| Morrisons | 11.6 | 11.1 |
| The Co-operative | 6.2 | 6.1 |
| Waitrose | 4.8 | 5.0 |
| Aldi | 3.4 | 4.6 |
| Lidl | 2.9 | 3.4 |
| Iceland | 2.1 | 2.1 |
| Farm Foods | 0.6 | 0.8 |
| Other Multiples | 2.0 | 2.2 |
| Symbols & Independents | 2.2 | 2.1 |
Of the big four grocers, Asda was described as the “most resilient. Its market share fell from 17.6% to 17.4%.
Among the other grocers, Waitrose increased its market share from 4.8% to 5% while the Co-op has maintained a market share of at least 6.1% for the last four Kantar updates. Lidl increased its market share from 2.9% to 3.4%.
The grocery market overall grew by only 0.6% in the period. However Kantar said that “what appears to be a dramatic market slowdown” reflected this year’s late Easter.
‘Corrected’ market growth taking the timing of Easter into account would be 1.5%, which Kantar said was “still low by historical standards”.
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