The latest TNS Worldpanel grocery market share figures, published yesterday for the 12 weeks ending November 30 2008, continue to show the impact of the consumer downturn on the fresh produce industry.

Total grocers are showing 6.2 per cent growth, which is less than the pure inflation measure for the sector as shoppers seek to continue trading down in both products and retailers.

The sector is, however, still showing positive year-on-year growth as the non-grocer till roll stands at -4.6 per cent for this period.

Grocery price inflation has continued to fall back and the figure for the 12 weeks ending November 30 2008 has dropped to 8.5 per cent from 8.9 per cent last period.

For the first time in recent years Waitrose slips into negative territory with -0.7 per cent year-on-year growth, resulting in a share dip from 3.8 per cent to 3.6 per cent.

Sainsbury’s growth rate is, however, matching the market, meaning that its share of 16 per cent is unchanged year-on-year.

Tesco suffered a share drop from 31.5 per cent to 30.9 per cent with a growth rate standing at 4.3 per cent - behind the market rate of 6.2 per cent.

Asda and Morrisons continue to benefit from their value-for-money reputations in the current economic environment, with strong growth of 7.8 per cent and 10.3 per cent respectively.

Iceland, Lidl and Aldi continue to grow on the back of their value positioning and, in the case of Aldi, to set new records of share (3.1 per cent) and year-on-year growth (25.4 per cent).

The next data issue will be critical for Sainsbury’s and Waitrose as it covers the Christmas trading period, traditionally a period of growth for them, and will test consumer confidence.

Grocery price inflation has continued to fall back and has dropped to 8.5 per cent from 8.9 per cent.

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