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UK Insights

Sainsbury's strong growth

Ed Garner


Consumer Shoppers 06.11.2012 / 00:00

Sainsbury's records a 0.4% jump in market share as Morrison's loses share

The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 28 October, show sharply differing fortunes for the big four supermarkets.

Key Numbers

  • 16.8% Sainsbury's market share
  • 11.5% Morrison's market share
  • 4.7% Waitrose market share
  • 3% Aldi market share

The stand-out performer is Sainsbury's, which has delivered a 0.4 percentage point jump in market share - moving from 16.4% a year ago to 16.8% now. Paralympics sponsorship, Brand Match and own-label investment have all helped to boost Sainsbury's appeal to its shoppers.

Tesco continues to experience the pressure on share that has been a feature of the past year, growing behind the market at 2.1%.

Morrison's performance this month will cause concern, with its share dropping from 12.0% to 11.5% and a decline in sales of 0.4%. Recent announcements about the development of online and convenience, which are the two fastest growing grocery channels, will no doubt be given added urgency as these channels continue to deliver growth for competitors.

The discounters continue to progress as Aldi reaches a 3.0% market share - yet another all-time record for the retailer. Waitrose also impresses, as it gears up for its traditionally strong Christmas period, by holding on to the record 4.7% share it achieved last period.

Source : Kantar Worldpanel

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