Asda, Morrisons and the discount food retailers are experiencing a mini sales boom, as rising commodity prices, shoppers trading down and supermarket price wars combine to drive sales, according to two sets of figures from market analysts TNS Worldpanel and Nielsen.
According to TNS, Aldi’s share of the grocery market reached 3 per cent – a new record – in the 12 weeks to August 10, reflecting growth of 19.3 per cent. Iceland and Lidl enjoyed 14.4 per cent and 12.3 per cent respectively.
Of Asda’s performance, Nielsen senior manager retailer services Mike Watkins said: “Shoppers are clearly taking advantage of the short-term price cuts and promotional deals that all of the major supermarkets have been running to help keep spend within their family budgets.”
Sales at the big four supermarkets were broadly in line with previous periods. Asda and Morrisons outperformed the market increase, recorded at 5.8 per cent for grocery multiples by Nielsen [for the 12 weeks to August 9] and at 7.2 per cent by TNS. Nielsen and TNS both reported that Tesco and Sainsbury’s lagged behind the market, although Tesco increased its market share by 0.5 per cent, according to Nielsen.
Sales growth at large, out-of-town supermarkets was estimated to be up 7 per cent, according to Nielsen, which contrasts strongly with the fortunes of high street food retailers, where growth slowed to just 1 per cent year on year.
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