Aldi and Waitrose see strongest sales growths
Among the 10 leading UK supermarkets, Aldi saw the strongest growth in the period with sales rising 24.3% in value year-on-year. The discounter was followed by Waitrose with growth of 8.4%, followed by Iceland (+4.4%) and Lidl (+3.4%).
Of the top five supermarkets, Sainsbury had the highest year-on-year sales value growth at 2.3%. Consequently, all of the top five, except Sainsbury’s, lost market share compared to the corresponding twelve weeks last year.
In the four weeks ending 22 June, aggregate sales value growth for the UK’s leading supermarkets was 2.3%
Explaining the figures, Nielsen’s UK head of retailer and business insight Mike Watkins, said: "Sainsbury had another strong period, being the only one of the top four to outperform the market in terms of sales growths. The improved sales momentum continued at Morrisons during the four week period with new selling areas coming on stream. Tesco looks to have stabilised sales, whilst ASDA’s performance was set against a very strong period last year. However, the top four sales growths were somewhat lower than that of the discounters, Waitrose and M&S.
“With shopper disloyalty a factor in any four week period, the timing of advertising and promotional activity is key. So with no major ‘event’ to advertise around, growths have been more dependent on regular, monthly shopping trips. Consequently, Aldi have outperformed the market significantly due to a 9% increase in spend by shoppers per visit.”
The strongest category growths in the four week period were in the heavily promoted category of confectionery (+8.0% value year-on-year), seasonally-driven produce (+7.6%) and fresh meat (+4.4%). However, growths in general merchandise (-0.1%) and beers, wines and spirits (-0.1%) weakened, while the ‘engine room’ of supermarket growths, packaged grocery (+1.4%) and household (-1.4%) also failed to keep pace with inflation.
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