Morrisons has sustained its storming growth throughout January, with sales up a record 11 per cent on the same period last year, it was revealed this week.
This growth is the highest of all the retailers measured by TNS Worldpanel.
The latest grocery market share figures for the 12 weeks ending January 27 show that the Morrisons’ share has stepped up from 11.0 per cent to 11.5 per cent.
Edward Garner, director of research at TNS Worldpanel, said: “The relaunch advertising, featuring Lulu and Alan Hansen amongst others, together with strong promotions, has certainly borne fruit.”
The total grocery market has continued to shrug off the signs of downturn seen elsewhere in the economy, with year-on-year growth of six per cent.
“Tesco, Asda and Sainsbury’s effectively match this growth rate so their shares are largely unaltered,” says Garner. “Aldi, Lidl, and Iceland post strong growth ahead of the market, but then so does Waitrose, indicating that both ends of the perceived price spectrum are continuing their robust performance.”
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