The retail sector has been described as “fiercely competitive - but largely buoyant”, with Morrisons shaping up the strongest of the supermarkets by registering a record market share.
The latest TNS Worldpanel grocery market share figures, published for the 12 weeks ending November 29, show the grocery sector is in a fierce war for customers in the run-up to Christmas.
Morrisons has added 0.4 share points by growing at nearly twice the market rate to achieve a share of 12.1 per cent - an all-time record for the Bradford-based retailer.
Asda and Sainsbury’s also showed no signs of coming off the boil as they continue their strong run and add to their market share.
The Co-operative is now recording share increases as Somerfield conversions take effect and Waitrose has posted a rapid 14.8 per cent growth rate.
Edward Garner, communications director at TNS Worldpanel, said: “If the current trend continues through December, the UK’s grocery sector will shortly see an end to recessionary purchasing behaviour.
“The market is seeing several signs that indicate that an end to the recessionary buying behaviour that has characterised the last year is imminent. Premium ranges - particularly Tesco Finest - are in growth, while the hard discount sector, including Aldi, Lidl and Netto, are stagnant, with no year-on-year share growth. This is in contrast to this time last year, when the discounter revolution was in full swing, and Aldi had just recorded a 25 per cent growth.
“Tesco holds share at 30.6 per cent after periods of share loss throughout 2008 and 2009. This may seem unremarkable except for the fact that their aggressive promotional programme, particularly on premium ranges, might have been expected to depress share through self-imposed price deflation.”
Grocery price inflation is down to 2.8 per cent, indicating that shoppers are now under much less pressure to trade down.
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