Grocery share figures from Kantar Worldpanel, for the 12 weeks
ending 21 June 2015, show the overall grocery market slipping back
into decline with 0.1% less going through the tills compared to
last year.
Sales fell by 1.3% at both Tesco and Sainsbury's. This took
market share down to 28.6% and 16.5% respectively, a decrease of
0.3 and 0.2 percentage points. At Asda sales were down by 3.5%,
leaving the retailer with a 16.5% share, compared with 17.1% last
year.
Morrisons recorded a sales growth of 0.6%, which has been
supported by an increase in online shopping. Continuing to grow
ahead of the market, the retailer has increased its market share to
11.0%, up 0.1 percentage points compared with a year ago. While
only a small increase against a weak 2014, this does represent the
first market share gains made by Morrisons since December 2011.
Last seen in November, the return to marginal decline across the
grocery market reflects both falling prices and only steady volume
growth. Sales volumes are up 2% compared to a year ago but are not
anticipated to accelerate, even with an improving economy, as
demand for groceries has remained broadly steady since before the
recession.
Groceries are now 1.7% cheaper compared with a year ago. Prices
have been falling since September 2014, but the rate of decline is
slowing meaning they are projected to rise again by the end of this
year.
At the Co-operative sales were flat, but were crucially ahead of
the market for the first time in nearly four years. Helped in part
by more shoppers visiting the stores, the retailer's market share
held steady at 6.2%.
Aldi and Lidl showed no signs of slowing down and are continuing
to take share away from the competition. The two discounters
increased their sales by 15.4% and 9.1% respectively. Aldi reached
a new high with a 5.5% share of the market while Lidl, also showing
continued growth, rose to 3.9%. Waitrose also grew ahead of the
market, with sales increasing by 1.2%, moving to a 5.1% share.
See the July 2015 Kantar
Worldpanel grocery share data.
See the August 2015
Kantar Worldpanel grocery share data.
See the September
2015 Kantar Worldpanel grocery share data.
Source : Kantar Worldpanel