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Sainsbury's outpaces rivals in grocery market

New figures on the grocery market have revealed that Sainsbury’s was the only one of the ‘big four’ supermarkets to grow its sales in the 12 weeks to 13 September.

GENERAL MERCHANDISE

Sainsbury's outpaces rivals in grocery market

The latest grocery share figures from Kantar Worldpanel also show that supermarket growth was static at 0.9% and marked the sixth consecutive month that sales among the grocers have grown by less than 1%.

Sainsbury’s increased its sales by 0.9% which meant its market share held steady at 16.2% in the period. This followed the supermarket attracting 250,000 new shoppers through its doors in the last 12 weeks.

Tesco increased revenues through its Express convenience stores, although overall sales fell by 1% and its market share dropped by 0.6 percentage points to 28.2%. Sales at Morrisons decreased by 1.4%, taking its share to 10.7%.

Meanwhile, Asda retained its position as the nation’s second largest supermarket despite market share falling to 16.7%, with sales down by 2.9% compared to a year ago.

Lidl’s sales grew by 16% to reach a new market share high of 4.2%, due in part to its successful ‘Lidl surprises’ campaign. Aldi also demonstrated strong sales growth, up by 17.3%, which meant its market share was 5.6%. Kantar’s figures also show that some 56% of British households visited either an Aldi or a Lidl in the past 12 weeks.

There was also success for Iceland, Waitrose and the Co-operative, which saw sales growth of 3.4%, 2.9% and 1% respectively.

Commenting on the figures, Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “With shoppers moving their custom away from the traditional, larger-size supermarket stores, online sales are continuing to boom and are up by 12% compared with a year ago. Almost 7% of grocery sales are currently purchased through the Internet and existing online supermarkets will be watching closely to see when Amazon Fresh will launch in the UK and whether it will steal market share or grow the online market even further.”

 

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