Asda is still under-performing the market with year-on-year growth well behind the growth of the other major retailers, according to Kantar Worldpanel.
For the 12 weeks ending April 18, Asda’s market share dipped from 17% to 16.9%.
By contrast, Tesco continues to reap the rewards of its Clubcard Double Points scheme and increased its market share to 30.5%, up from 30.3% last year.
Sainsbury’s and Morrisons also put in good performances with both retailers growing faster than the market, with market shares of 16.4% and 11.8% respectively.
Kantar Worldpanel communications director Edward Garner said: “The snow was a problem for Asda this winter because shoppers were put off driving to their out-of-town superstores. However on top of that we’re also seeing a sustained return to premium buying behaviour, which does not support Asda’s ‘value’ proposition. The Asda management team has acknowledged this and is now focusing its promotional strategy on a return to Every Day Low Prices rather than short-term promotions. The next few months will show whether this brand repositioning has been successful in drawing back shoppers looking for both value and quality.”
Waitrose has maintained its strong run with an increase in market share from 3.8% to 4.1% and a year-on-year growth of 11.7% - nearly four times the market average. Similarly, the Co-op also performed well, with a 15.3% year-on-year growth.
The hard discounters have struggled to keep pace but Aldi has increased share from 2.9% to 3%.
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