Asda only big four supermarket to grow market share
The data from Kantar Worldpanel shows that Asda increased its market share to 17.2% from 17.1% in the same period last year. However, Tesco’s share fell to 28.8% from 30.2% and Morrison’s saw its share drop from 11.3% to 11% year-on-year. Meanwhile, Sainsbury’s suffered a small decline from 16.5% to 16.4%.
Looking at the discounters, Aldi and Lidl both maintained their record shares of 4.8% and 3.6% respectively as 53% of UK households shopped at either outlet over the 12 week period.
While Waitrose grew its market share to 4.9% from 4.8% last year, The Co-operative saw its share fall from 6.6% to 6.4%.
Edward Garner, director at Kantar Worldpanel, said: “Asda and Waitrose have achieved growth with differing strategies. Asda has pushed its “Price Lock” strategy to keep prices on everyday essential items low, while Waitrose is running competitive offers on home delivery alongside offers for myWaitrose card users allied to its overall quality and provenance positioning.”
Kantar’s figures also reveal that grocery price inflation has fallen for the eleventh consecutive period, standing at just 0.2%. This is lowest level since October 2006 when Kantar began its inflation measure.
Garner added: “Competitive pricing among the big grocers and deflation in the price of staple items such as vegetables, milk and bread has driven inflation down yet again. This naturally impacts on the overall growth of the grocery market, which has fallen to a 10 year record-low of 0.8%.”
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