Sainsbury’s is the top performer among the big four supermarkets according to the latest Kantar data while Waitrose and Aldi have both posted stunning rates of growth.
Figures for the 12 weeks ended 17 March show Sainsbury’s has experienced year-on-year growth of 6.2 per cent, well ahead of the total market figure of 3.9 per cent. Its market share has now reached 16.8 per cent for the period, continuing a trend of growth which started in 2004.
Tesco and Morrisons have each seen their share drop for this most recent period. In the case of Tesco from 30.2 per cent to 29.4 per cent and Morrisons from 12.3 per cent to 11.7 per cent year-on-year.
Meanwhile, the polarisation of the market shows no sign of abating as Aldi and Waitrose each hold onto their record shares, of 4.8 and 3.3 per cent, posted last month.
Fraser McKevitt, retail analyst at Kantar said: “Austertiy and provenance are the key factors behind the varying retailer performances this month.'
'Continued pressure on household budgets has helped Aldi, Lidl and Iceland to record market-beating growths while Waitrose and Sainsbury’s have managed mostly to avoid adverse media coverage from the horsemeat scandal.”
Looking ahead, Fraser points to the Tesco’s Price Promise as the top retailer’s response to market-share slide. Under the promise, shoppers get coupons at the till to use on another visit to the store. Meanwhile, Morrisons has announced it will be entering the online home-delivery market later in the year.
