Sainsbury’s wins market share ahead of big four competitors

Kasmira Jefford
Follow Kasmira

SAINSBURY’S was the only one of the big four supermarkets to grow its market share in the past 12 weeks, while Morrisons and Tesco lost ground, data released by Kantar Worldpanel yesterday shows.

Britain’s third largest grocer grew sales by 6.2 per cent in the 12 weeks to 17 March, giving it a market share of 16.9 per cent, up 0.3 percentage points on the same time last year.

In contrast Tesco’s sales grew 1.1 per cent while Morrisons’ sales fell one per cent – both behind the wider grocery market, which grew by 3.9 per cent.

As a result both saw their market share drop, with Tesco sliding back 0.8 percentage points to 29.4 per cent while Morrisons’ market share fell 0.6 percentage points to 11.7 per cent, compared with the same period last year.

Aldi and Waitrose lead market growth

Meanwhile sales at Asda rose 3.8 per cent in the period. The UK’s second largest grocer held onto its record market share of 17.9 per cent.

Kantar also highlighted a continued squeeze on mid-priced supermarkets, with upmarket grocer Waitrose and discounter Aldi holding onto record shares of 4.8 per cent and 3.3 per cent respectively.

“Continued pressure on household budgets has helped Aldi, Lidl and Iceland to record market-beating growth while Waitrose and Sainsbury’s have managed to mostly avoid adverse media coverage from the horsemeat scandal,” said Kantar analyst Fraser McKevitt.

He added that Tesco’s newly launched Price Promise promotion, which delivers coupons to shoppers at the tills, and Morrisons’ plans to grow its online platform this year will help both supermarkets to boost their performance this year.

Grocery inflation stood at 4.2 per cent for the 12 week period.