Safeway sales are falling faster than its rivals, while Asda and Tesco sales are continuing to grow strongly, according to the latest figures published by Taylor Nelson Sofres (TNS).
Safeway sales fell by four per cent in the 12 weeks to December 7. Its market share has slipped from 10.1 per cent to 9.2 per cent. But Tesco and Asda have both reported an increase in sales of 10 per cent. Tesco's market share climbed from 25.8 per cent to 26.9 per cent, while Asda's was up 0.7 of a percentage point to 16.8 per cent.
Sainsbury's has also seen its recent underperformance continue. Sales for the group were down one per cent and its market share fell from 17.2 per cent to 16.1 per cent.
Morrisons had a very successful period, with sales rising by 14 per cent and its market share rose to 6.4 per cent from six per cent.
The TNS data also showed a stabilisation at Somerfield. The group, which also owns Kwik Save, reported an increase in sales of four per cent (2 per cent at Kwik Save and 6 per cent at Somerfield) leading to a market share of 5.5 per cent.
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