Sainsbury’s continues to be the only top four retailer to build its market share with growth well ahead of the market putting pressure on Tesco and Asda.

The latest grocery figures from Kantar Worldpanel for the 12 weeks ending 31 October 2010 have seen Sainsbury’s grow at a rate of 6.1 per cent.

This is the 21st consecutive period that Sainsbury’s has grown its year-on-year share value.

Both Tesco’s and Morrisons’ market share figures have remained largely consistent this period - close to the market growth baseline - with Tesco holding 30.6 per cent of the market and Morrisons remaining stable at 11.7 per cent. Asda’s market share continues to come under pressure at 17.2 per cent of the market, however there are signs that this negative trend is abating as the share dip is less than in previous periods.

Edward Garner, communications director at Kantar Worldpanel, said: “The large customer base of the top four retailers means that they must strike a balance between price and quality - low prices alone will not be enough to lure shoppers this Christmas. Sainsbury’s has hit a sweet spot with this balance and this is reflected in its continued growth.

“As retailers prepare for the festive season the relaunch of both Asda’s and Sainsbury’s own-label brands will be major factors influencing Christmas performance. It is also important to note that the share benefits of disposals and conversions to Co-operative, since its take-over of Somerfield, are now coming to an end and it will be interesting to see how the retailer performs going forward.”

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