Aldi and Waitrose post record market shares
Figures released by Kantar Worldpanel for the 12 weeks ending 2 March 2014, show that Sainsbury’s was the only big four supermarket to hold its market share year-on-year at 17% and to match the overall market growth of 2.2%. Tesco, Asda and Morrisons all recorded declines in share with Tesco and Morrisons also seeing a drop in actual sales.
Meanwhile Aldi’s year-on-year growth rate accelerated to a record 33.5% meaning the discounter now accounts for 4.3% of the market while Lidl held on to the record 3.2% it reached last period. Despite this, Waitrose shrugged off pressure from the discounters with its highest ever market share of 5%.
Chris Longbottom, director at Kantar Worldpanel, said: “Over the past three years Waitrose, Aldi and Lidl have taken a combined 3.5 share points from the competition which equates to £4.4 billion per year. This has put pressure on the big four supermarkets to compete for a shrinking middle ground and cut prices to directly combat the discounters.”
Kantar found that The Co-operative improved on historical performance with positive sales growth of 0.7% and only a marginal drop in share to 6.1% in the period.
The overall grocery market growth of 2.2% represents a further fall from last period which was the lowest since mid-2005. Falling inflation was the main contributing factor behind this with the Kantar Worldpanel measure now standing at 1.9% – the lowest level since July 2010.
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