Sainsbury’s winning back shoppers from discounters ‘for first time’

Simon Roberts CEO Sainsburys

Sainsbury’s boss Simon Roberts says the supermarket is now winning back market share from the discounters “for the first time”.

Roberts said that the work Sainsbury’s has done on price under his leadership and its focus on food has meant that the grocer is now gaining market share “from other supermarkets” and for the first time “taking back share from the limited choice discounter supermarkets too.”

In the 12 weeks to September 4, 2022, Sainsbury’s accounted for 14.6% market share, according to Kantar, with discounter Aldi overtaking Morrisons’ former “big four” market position.

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