Morrisons increases share despite decline in grocery market
New figures on the grocery market have shown that the market slipped back into decline in the 12 weeks to 21 June with 0.1% less going through the tills compared to last year.
The data from Kantar Worldpanel shows that despite some individual supermarkets enjoying growth, there was a return to marginal decline across the market which was a reflection of both falling prices and only steady volume growth.
Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “Sales volumes are up 2% compared to a year ago but are not anticipated to accelerate, even with an improving economy, as demand for groceries has remained broadly steady since before the recession.”
Among the ‘big four’ supermarkets, Morrisons saw the largest sales increase for the second month in a row, recording sales growth of 0.6%, which was supported by an increase in online shopping. Continuing to grow ahead of the market, the retailer increased its market share to 11%.
Sales fell by 1.3% at both Tesco and Sainsbury’s to take their respective market shares down to 28.6% and 16.5%.
Meanwhile, sales were down by 3.5% at Asda to leave its market share at 16.5%.
The Co-operative’s sales were flat, but were ahead of the market for the first time in nearly four years, to help its market share hold steady at 6.2%.
Aldi and Lidl increased their sales by 15.4% and 9.1% respectively with Aldi’s share reaching a new high of 5.5% and Lidl’s rising to 3.9%. Waitrose also grew ahead of the market, with sales increasing by 1.2%, moving it to a 5.1% share.
