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Consumer wins with lower grocery prices

New figures on the grocery market have shown that supermarket sales have slowed to a revenue growth of 0.2% compared to last year. Kantar Worldpanel, which… View Article

GENERAL MERCHANDISE NEWS

Consumer wins with lower grocery prices

New figures on the grocery market have shown that supermarket sales have slowed to a revenue growth of 0.2% compared to last year.

Kantar Worldpanel, which published its grocery share data for the 12 weeks ending 26 April 2015, said that growth in the market declined due to a record low for grocery price deflation, with a typical basket of everyday items now 2.1% cheaper than it was in 2014.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “Lower costs are the result of both falling commodity prices and the ongoing supermarket price war, with all major retailers offering cheaper like-for-like goods.

“This is good news for consumers, saving the average household £20 in the last three months. But many of the country’s largest grocers have struggled to enjoy substantial growth, with lower prices taking £532 million out of supermarket tills.”

More shoppers through the door helped Sainsbury’s to be the strongest performer among the ‘Big Four’ supermarkets in the period despite a 0.2% fall in sales. Its share of the market now stands at 16.5%, down 0.1 percentage points on last year. 

Sales at Morrisons declined by 1.1% on a year ago to take its market share to 10.9% while Tesco sales fell back 1% to give it a market share of 28.4% – a  decline of 0.4 percentage points compared to a year ago. Asda sales fell by 2.2% in the period which meant its market share was 16.9%.

Meanwhile, Waitrose saw a 1.5% increase in sales and its market share was 5.1%. 

McKevitt added: “Aldi and Lidl continue to be the fastest growing retailers, up by 15.1% and 10.1% respectively. Both are rewarded with new record high market shares: 5.4% for Aldi and 3.8% for Lidl. While such growth is the envy of the industry it is slower than in recent months.” 

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