Supermarket group Morrisons has shown more signs of recovery under chief executive Marc Bolland, increasing its market share at a level not seen for five years.
Latest TNS Worldpanel grocery data showed Morrisons upped its share to 11.3 per cent in the 12 weeks to December 2, compared to 11.1 per cent a year ago.
TNS Worldpanel director of research Edward Garner said: “This is the first increase for the 12-weekly Morrisons share since mid-2002 and shows that the ongoing relaunch and new advertising are starting to bear fruit. Moreover, the sales growth of seven per cent year on year is the highest for the major outlets in the current period.”
Overall, the grocery market grew five per cent in the period and Tesco, Asda and Sainsbury’s also increased their shares.
Although discounters Aldi, Lidl and Netto market market shares remained at “near record levels”, their growth has slowed “as the gains from the Kwik Save demise come to an end”.
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