Asda saw a dip in its market share for the ninth consecutive Kantar Worldpanel report. Asda continues to underperform the market with a growth of just 2.6 per cent while Tesco remains largely unchanged.

Sainsbury’s and Morrisons have delivered another strong set of results with both lifting their market share and growing ahead of the market at 5.5 per cent and 5.9 per cent respectively.

Sainsbury’s recorded a year-on-year share growth for its nineteenth successive report.

Edward Garner, communications director at Kantar Worldpanel, said: “While uncertainty in the economy means that value is still important consumers are placing increasing importance on the freshness and quality of the food they buy. This is evident in the premiumisation we have seen in the grocery market and the strong performances of Sainsbury’s and Waitrose - which recorded another admirable growth of 9.3 per cent this month.

“Recent statements from Asda’s chief executive Andy Clarke show that the retailer has recognised the need to adjust its strategy and we’ve started to see a greater emphasis on quality in the latest advertising campaign.”

The discounters continue to languish behind the market with only Lidl recording a slight increase in market share this month and Netto experiencing a decline in its year-on-year growth of six per cent.

By contrast the Independents maintain their footing in the market following a good summer - a tribute to the smarter operators remaining in the convenience sector. Meanwhile the Co-operative conversion programme is nearly over and Somerfield has all but disappeared from the high street with just a one per cent share left in the market.

Topics