Supermarket sales growth slowed in the 12 weeks to November 1, from 5.4 per cent to 5.1 per cent, although Asda defied the trend with a rise of 8.7 per cent, according to figures released today by Nielsen.

  • The increase has boosted Asda’s market share which now stands at 15.6 per cent for the period and 15.8 per cent for the last four weeks.

  • At 28.01 per cent, Tesco’s share was up slightly against 2007, but down on the 28.3 per cent for the previous 12 weeks.

  • Morrisons continued to grow at over 9 per cent year-on-year, but during the last four weeks this faltered, falling back to under 7 per cent, as comparables became stronger.

  • Sainsbury’s market share of 14.1 per cent over the period was unchanged, with growth of 3.4 per cent.

Nielsen senior manager for retailer services Mike Watkins said: “Asda now have the strongest momentum with total till growths in excess of eight per cent since the end of August.

"The new shoppers that Tesco has attracted as a result of the impressive above the line marketing for Discount Brands has so far been retained.”

He added however that Christmas was still “looking tough” for food retailers.

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