Morrisons was the only one of the big four to grow market share in the latest Kantar figures, while Aldi was the winner overall with growth of nearly 25%.

Morrisons was the only one of the big four to grow market share in the latest Kantar figures, while Aldi was the winner overall with growth of nearly 25%.

In the 12 weeks ending August 7, Morrisons reported year-on-year growth of 4.6% and increased its share from 11.6% to 11.7%.

Tesco’s market share slipped from 30.8% to 30.5%, Asda’s fell from 16.9% to 16.7% or including its Netto acquisition from 17.6% to 17.1%, while Sainsbury’s was static at 16.1%.

The hard discounters have gained further this month. Aldi reported growth of 24.4% and an all-time record share of 3.6%, up from 3% a year ago. Lidl reported growth of 13.8%, and its share upped from 2.4% to 2.6%.

Edward Garner, director at Kantar Worldpanel, said: “It is evident that shoppers are trying to manage their ‘personal’ inflation by trading down. This can be done by seeking out lower priced outlets and cheaper alternative products.”

Waitrose continued to make gains, with growth of 8.3% and a share increase from 4.1% to 4.3%. The Co-op also gained, with growth of 11.7% and share up from 6.4% to 6.9%. Iceland also grew at 8.5%, with growth up from 1.8% to 1.9%.

Garner added: “While the discounters are prospering we are not seeing the shift towards consumers buying more own-label products that might be expected from cost cutting.  In fact, budget own-label is showing only muted growth of 2%, while premium own-label is growing at over 8%, confirming that despite economic pressures, low-price is not the only motivation in this market.

“This is further demonstrated by the continued ‘two nations’ theme, as Waitrose shrugs off any gloom with sales growth of 8.3% - over double the market growth.”

Overall, the grocery market grew at 3.8%, below the 5.2% grocery price inflation in the period.

Market Share - Total Till Roll

  12 Weeks to 08 August 2010  12 Weeks to 07 August 2011 change
 £000s%   * £000s %   *%
Total Till Roll  29,861,280   30,788,740 3.1
 Total Grocers       22,480,010100.0%       23,326,890100.0%3.8
   Total Multiples         21,973,02097.7%         22,751,90097.5%3.5
      Tesco             6,925,13330.8%             7,105,04430.5%2.6
      Total Asda             3,945,95617.6%             3,991,94317.1%1.2
        Asda             3,794,30616.9%             3,896,04516.7%2.7
        Netto                151,6500.7%                  95,8980.4%-36.8
      Sainsbury’s             3,620,29616.1%             3,751,64716.1%3.6
      Morrisons             2,611,49211.6%             2,730,59911.7%4.6
        Co-operative               1,444,3426.4%             1,613,8716.9%11.7
        Somerfield                266,3331.2%                   7,1590.0%-97.3
      Waitrose                921,4054.1%                997,8284.3%8.3
      Iceland                408,6881.8%                443,2411.9%8.5
      Aldi                666,7693.0%                829,7233.6%24.4
      Lidl                530,0362.4%                602,9902.6%13.8
      Farm Foods                137,5610.6%                134,5680.6%-2.2
      Other Multiples                251,6491.1%                280,1541.2%11.3
   Symbols & Independents              506,9912.3%              574,9852.5%13.4

 

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