A high level of promotions has resulted in a lower average spend per visit at the big grocers, despite inflation.
The percentage of sales purchased on offer has risen to 37% from 35% in through the early summer, market monitor Nielsen reported.
Growth in sales by value slipped back to 3.4% from 3.7% in the four weeks to September 3, when volumes edged down 0.9 percent, Nielsen Scantrack data showed.
Nielsen senior manager, retailer services, Mike Watkins, said: “Despite inflation, the average spend per visit - including general merchandise of around £30 at the big supermarkets - is slightly lower than it was last year, due to higher levels of promotion and a more cautious shopper.
“Retailers have been tactically using promotions to stimulate sales during the quieter summer holiday period. Don’t be surprised to see further promotions aimed at attracting shoppers in store, as retailers and manufacturers gear up for Christmas trading.”
The Nielsen data showed an improving performance from Asda, albeit against weak comparatives, as the retailer draws in additional shoppers to its new supermarkets following the Netto takeover.
12 Weekly % Share of grocery market spend by retailer and value sales % change
| 12 weeks % share to | 12 weeks % share to | Value change vs 12 Weeks Year Ago | |
|---|---|---|---|
| 04-Sep-10 | 03-Sep-11 | ||
| TESCO | 27.6 | 27.6 | 3.20% |
| ASDA | 15.1 | 15.3 | 4.60% |
| SAINSBURY’S | 14.5 | 14.9 | 5.80% |
| MORRISONS | 10.5 | 10.7 | 5.10% |
| TOTAL CO-OP | 6.7 | 7.2 | 11.70% |
| WAITROSE | 3.6 | 3.8 | 6.80% |
| MARKS AND SPENCER | 3.3 | 3.3 | 2.80% |
| ICELAND | 1.8 | 1.9 | 9.10% |
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