Asda remains the only one of the big four grocers to have grown its market share as Tesco, Morrisons and Sainsbury’s suffered falls.
Asda’s share increased from 17.3% to 17.4% year on year in the 12 weeks to September 14 as its sales crept up 0.8%, according to Kantar data.
In that period, Tesco’s share slumped from 30.2% to 28.8% as sales dropped 4.5%, adding further to the grocer’s woes after it yesterday admitted to an accountancy error that led it to overstate by profits by £250m.
Sainsbury’s share declined from 16.6% to 16.2% as sales fell 1.8% and Morrisons’ share receded from 11.1% to 10.9% while sales declined 1.3%.
The discounters continued their march. Aldi’s share jumped from 3.7% to 4.8% while Lidl’s increased from 3% to 3.5%. Sales at Aldi rocketed 29.1% and rose 17.7% at Lidl.
Waitrose’s share gains continued as its hold of the market increased from 4.9% to 5.1%. Sales at the upmarket grocer were up 4.5%.
Growth in the overall grocery market slowed to a new record low of 0.3% as price inflation fell to zero.
Kantar Worldpanel head of retail and consumer insight Fraser McKevitt said: “Asda has recorded the best results among the big four supermarkets this period. It is the only one of the major grocers to increase its market share and to see an uplift in its sales. There is no sign yet of recovery at Tesco. Morrisons’ market share remains under pressure, with sales down by 1.3%, although the rate of decline has slowed considerably as its fresh food promotional voucher scheme has taken effect.
“Aldi has continued its run of double-digit growth, which now stretches back to February 2011. Similarly, Lidl has increased sales by 17.7%, showing that shoppers still have a strong appetite for the discount stores. At the other end of the market Waitrose has grown its sales faster than in previous months, up 4.5%, which has brought its market share back up to 5.1%.”
McKevitt added: “Consumers are currently benefiting from intense price competition between the grocers. For the first time ever we’ve seen the average basket of everyday goods bought today costing exactly the same as it did a year ago. With some staple groceries such as vegetables, milk and bread prices are actually falling as the big retailers all compete for a bigger slice of shoppers’ wallets. As a result the grocery market is currently growing by just 0.3%, the lowest level since our market data was first compiled in 1993.”
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