The big four grocers are struggling to entice customers with price cuts and Asda was the only one among them to record market share growth in May.

Tesco, Morrisons and Asda have been slashing prices across product categories in a renewed price war to lure in customers.  

But consumer spend at supermarkets fell 0.9% year on year in the four weeks to May 24, when volumes slid 2.1%, the latest Nielsen market share data showed.

Only Asda’s share increased over the 12 weeks to May 24, when it rose 1.7% to 16.4%. Tesco’s dropped 3.3% to 28.2%, Sainsburys’ fell 0.4% to 16.4% and Morrisons’ slumped 5% to 10.9%.

Nielsen said Asda has steadily increased sales ahead of the rest of the big four since October.

The discounters continued to grow strongly. Aldi’s share was up 32.6% to 5.2% while Lidl’s rose 22.5% to 4%.

Waitrose’s share increased 7.2% to 5% and Marks & Spencer’s advanced 6.1% to 3.1%. Iceland’s share increased 2.1% to 2.1% and the Co-operative’s slipped 0.1% to 5.6%.

Nielsen UK head of retailer and business insight Mike Watkins said: “Supermarkets are trying hard to stimulate sales – 35% of sales are on items with price cuts or special promotions – but it’s still not enough to override consumers’ money-saving mindset.

“The situation is compounded by record low levels of shop price inflation and price cuts in staple categories such as milk, bread and produce, which aren’t generating a large enough uplift in volumes to grow revenue.”

According to the British Retail Consortium- Nielsen Shop Price Index recorded the lowest ever food inflation recorded in May.

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