The latest TNS Worldpanel grocery market share figures, for the 12 weeks ending June 18, show Morrisons moving into positive growth (of two per cent) for the first time since its acquisition of the Safeway business.
Total market growth however currently stands at five per cent, so Morrisons share of the grocery market (11.3 per cent) is still down on the 11.7 per cent level of a year ago, even with Safeway fully incorporated.
“The two per cent increase in value demonstrates clearly that the business is turning the corner and seems poised for market share growth, as the period of store disposals has come to an end,” said TNS Worldpanel director Chris Longbottom.
Asda still holds on to the number two spot with 16.5 per cent market share. The year-on-year growth rate has risen still further to six per cent, as better performance is achieved, and the gap with its closest competitor has widened once more.
Sainsbury’s recovery has also continued with the year-on-year growth rate improving to seven per cent, holding its share at 16 per cent, which is still ahead of last year’s 15.8 per cent for the same period.
Tesco continues to grow ahead of the market at nine per cent, lifting its share to 31.4 per cent. “A feature of this period’s trends has been the buoyant performance of all the industry’s leaders,” said Longbottom.
Somerfield has continued to increase share, from 4-4.2 per cent, with an increase in consumer spending of 11 per cent. “[This is] partly arising from conversion of Kwik Save outlets that were not part of the sale to the Tchenguiz consortium. Lidl and especially Aldi have also seen growth resulting from their participation in former Kwik Save branch acquisitions,” Longbottom added.
