Tesco continues to streak ahead of the pack when it comes to market share, and in the fresh produce sector, it is no different.
The retailer has upped its value stake of the fruit and vegetable category from 26.7 per cent, in the week ending June 20, 2004, to 28.2 per cent for the week ending June 19, 2005, according to figures from TNS Superpanel.
However, Tesco is not the only success story in the sector, with Waitrose seeing a good increase from 4.2 per cent to 4.9 per cent over the same period. The results are even more impressive when you compare the Bracknell-based retailer’s fresh produce share with its total grocery stake of just 3.5 per cent.
Re:fresh award-winning Somerfield is another success story - while it is struggling slightly to maintain overall market share, down from 5.5 per cent to 5.3 per cent, its share of the fresh sector, perhaps aided by its investment in its Market Fresh refurbishment programme, has climbed from 4.2 per cent to 4.4 per cent.
Asda managed to increase its standing to 12.1 per cent, up from 12 per cent last year, however, the retailer continues to under-trade on fruit and vegetables compared with its share of the total grocery market at 14.1 per cent.
Sainsbury’s has seen something of a drop in its fortunes, with its share of the fresh sector falling from 18.4 per cent in 2004 to 18.2 per cent this year. However, it continues to overtrade on fruit and vegetables, with its total grocery market share standing at 15.5 per cent.
Morrisons, however, continues to struggle following its takeover of the Safeway chain, and has seen its hold on the fresh market slip from 13.7 per cent down to 11.9 per cent.
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