New data from UK retail market analyst Kantar Worldpanel has found that Morrisons was the fastest-growing supermarket chain of the country's so-called 'bog four' through the 12-week period ended 27 November.
With its market share up slightly, from 12 per cent to 12.1 per cent, Morrisons achieved a fourth sequential period of growth, Kantar revealed.
High-end food retailer Waitrose, with growth of 0.2 per cent to 4.3 per cent, and discounters Aldi and Lidl, with combined growth of 0.5 per cent to 6 per cent, were the only other positive movers through the 12-week period.
Kantar cited ongoing economic uncertainty as the main reason for discount growth, while Waitrose's jump in market share was attributed to a 'traditional seasonal uplift'.
Market leader Tesco saw its market share fall from 30.7 per cent to 30.5 per cent – a result that Kantar's Edward Garner said was unsurprising given its 'Big Price Drop' campaign.
'With more products available for less, the amount of cash taken at the tills has understandably dropped,' Garner explained. 'Despite this, Tesco has successfully attracted more shoppers to its stores through the promotion.'
Walmart-owned Asda's total share dropped to 17.2 per cent from 17.6 per cent, while Sainsbury's market share remained stable at 16.4 per cent.
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