Morrisons continues to win out through stiff competition in the grocery sector as Aldi and Lidl are “left out in the cold”, according to the latest Kantar Worldpanel statistics.
Morrisons saw its highest ever market share this month at 12.5 per cent as the retailer enters a new era under new ceo Dalton Philips.
The supermarket chain also saw growth of 10.6 per cent - more than double the average market growth rate of 5.2 per cent.
But discounters Aldi and Lidl both lost market share during the 12-week period to 24 January, which indicates that some shoppers are turning away from discount retailers as consumer confidence improves.
Tesco has stabilised its market share and benefited from its considerable seasonal marketing push with double Clubcard points and direct mail, while Asda saw its growth rate come to a standstill.
Waitrose increased its market share to a record 4.1 per cent while Sainsbury’s also maintained a strong performance this month and has grown its share of the grocery market to 16.3 per cent from 16.1 per cent since last year.
The incorporation of the Somerfield chain by The Co-operative lifted The Co-operative’s market share to 5.5 per cent from five per cent a year ago.
Ed Garner, communications director at Kantar Worldpanel, said: “This month’s figures show that the major retailers cannot afford to rest on their laurels in the post-festive period. In fact, the battle for consumers’ share of wallet is hotting up and Asda has already responded to these results by rolling out a new coupon scheme across the UK national press.”
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