Morrisons and Sainsbury’s emerged as the market share winners among the big four grocers according to latest industry data, which also showed consumers buying fewer items and making more shopping trips.

Morrisons’ market share improved to 11.5% in the 12 weeks to September 4 compared to 11.4% in the comparable period last year, Kantar Worldpanel figures showed. Sainsbury’s advanced from 16% to 16.1%.

Tesco’s market share edged down from to 30.4% from 30.8%. Asda declined from 17.8% to 17.4% including Netto, and from 17.2% to 17.1% excluding Netto.

Morrions’ sales rose 5.3% in the period, Sainsbury’s 4.8%, Asda’s 2.2% in total and 4.4% excluding Netto and Tesco’s 3%.

Kantar reported that the market’s annual rate of growth was 4.5% - below the 5.3% grocery price inflation in the period

Kantar Wordpanel director Martin Whittingham, said: “The grocery market continues to deliver solid growth helped by inflation.

“Consumers are managing their budget by making more shopping trips but buying fewer items on each outing.

“These changes are at the margin but illustrate how shoppers are trying to cope with the increasing pressures on their household budget.”

Hard discounters Aldi and Lidl continued their double-digit growth and now account for a 6% market share between them.

Waitrose, generated growth for the fifth consecutive period of between 8% and 9% which, said Kantar, showed that “the ‘two nations’ split remains an ongoing theme”.