According to Taylor Nelson Sofres (TNS) figures, Tesco's share of the English apple market increased from 18 per cent to 26.1 per cent for the 52 weeks ending November 10.
However, closer inspection of the TNS data also reveals that Sainsbury's – which has significantly less stores – has outperformed Tesco in the last 12 weeks, taking 23.7 per cent of the English apple share against Tesco's 21.2 per cent. In the last four-week spell, there was a bigger gap – 24.3 per cent to 21.2 per cent.
During the 2001-2002 season Tesco sold 57 million English apples, one for every person in the UK and ended the UK season as the leading retailer of home-grown apples for the first time ever.
Apple buyer Simon Latham, said: 'The challenge this year was not only to maintain our pole position but to increase our market share further.
'I am delighted to report that we have met these aspirational targets and are still flying the flag for English apples one year on.
'We have dedicated our efforts to promoting English apples above all others, backing our English growers.' At Sainsbury's, Marcus Hoggarth told the Journal: 'Over and above who's the number one, I think it is important that both ourselves and Tesco are supporting domestic apples and produce in general.
'We hold our hands up – we underperformed on English apples last year, but the beginning of this season has gone extremely well for us and the TNS figures illustrate that. As far as we're concerned, this season's data is more reflective of the current situation.' Tesco's mission to back British, said Latham, is underlined by its promotional initiative to push Bramley to younger customers with on-pack recipe cards.
In a bid to keep English apples in the minds of customers at Christmas, Tesco has launched a Christmas six-pack of three Egremont Russet and three Cox apples.
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