Tesco’s Clubcard double points scheme has helped the market leading grocer take share from arch-rival Asda, the latest till roll data shows.
Tesco’s market share rose year on year from 30.1% to 30.4% in the 12 weeks to February 21 while Asda’s slipped from 17.2% to 17%, Kantar Worldpanel figures revealed.
Kantar Worldpanel communications director Ed Garner said: “The post-Christmas period is traditionally characterised by price wars but this year we’re seeing a step-up in marketing activities such as loyalty schemes and coupons to attract consumers’ share of wallet.
“Tesco has undoubtedly turned up the heat for Asda this month but the battle is by no means over. Asda has reacted strongly with a major coupon scheme of its own and we expect to see the impact of this latest consumer onslaught in next month’s figures.”
Kantar reported that Sainsbury’s and Morrisons both outperformed the market. The Co-operative Group notched up the highest year-on-year growth of 16.3% and Waitrose, up 15.5% year on year claimed a record share of 4.3%.
Hard discounters Aldi and Lidl both lost market share. “Their reversal of fortune , with market share back to a pre-recession level, can be partly attributed to increased price competition from the major retailers, “Kantar said.
| 12 Weeks to 22 February 2009 | 12 Weeks to 21 February 2010 | change | |||
|---|---|---|---|---|---|
| £000s | % * | £000s | % * | % | |
| Total Till Roll | 31,369,450 | 32,698,000 | 4.2 | ||
| Total Grocers | 22,267,610 | 100.0% | 23,375,680 | 100.0% | 5.0 |
| Total Multiples | 21,743,850 | 97.6% | 22,848,500 | 97.7% | 5.1 |
| Tesco | 6,709,669 | 30.1% | 7,102,289 | 30.4% | 5.9 |
| Asda | 3,827,675 | 17.2% | 3,973,853 | 17.0% | 3.8 |
| Sainsbury’s | 3,596,800 | 16.2% | 3,799,974 | 16.3% | 5.6 |
| Morrisons | 2,609,140 | 11.7% | 2,865,051 | 12.3% | 9.8 |
| Co-operative | 1,137,972 | 5.1% | 1,323,593 | 5.7% | 16.3 |
| Somerfield | 724,733 | 3.3% | 396,223 | 1.7% | -45.3 |
| Waitrose | 861,835 | 3.9% | 995,300 | 4.3% | 15.5 |
| Iceland | 432,914 | 1.9% | 458,996 | 2.0% | 6.0 |
| Aldi | 641,166 | 2.9% | 657,366 | 2.8% | 2.5 |
| Lidl | 513,291 | 2.3% | 520,455 | 2.2% | 1.4 |
| Netto | 159,452 | 0.7% | 161,342 | 0.7% | 1.2 |
| Farm Foods | 111,104 | 0.5% | 119,472 | 0.5% | 7.5 |
| Other Multiples | 418,098 | 1.9% | 474,589 | 2.0% | 13.5 |
| Symbols & Independents | 523,759 | 2.4% | 527,176 | 2.3% | 0.7 |
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