Morrisons share edges up as thrift is order of the day

MORRISONS has emerged as the current market share winner among the big four grocers as consumers look for savings in the tough economic environment.

The grocer’s market share improved to 11.5 per cent in the 12 weeks to 4 September compared to 11.4 per cent in the comparable period last year, figures from Kantar Worldpanel showed.

Sainsbury’s advanced from 16 per cent to 16.1 per cent. But Tesco edged down to 30.4 per cent from 30.8 per cent. Asda declined from 17.8 per cent to 17.4 per cent.

Kantar’s Martin Whittingham said: “Consumers are managing their budget by making more shopping trips but buying fewer items on each outing. These changes are at the margin but illustrate how shoppers are trying to cope with pressures on their household budget.”

Heavy discounters Aldi and Lidl continued their double-digit growth and now account for six per cent market share between them.

Waitrose generated growth for the fifth consecutive period, which Whittingham said showed that budget and luxury offerings were outpacing mid-priced items.