The retailer's sales increased by a record 11 per cent year on year in the 12 weeks to January 27. Morrisons’ market share now stands at 11.5 per cent
TNS Worldpanel director of research Edward Garner said Morrisons’ revamped ad campaign, combined with strong promotions, had borne fruit.
He added that the overall grocery market “continues to shrug off signs of downturn seen elsewhere in the economy”. The sector delivered 6 per cent year-on-year growth for the period and Tesco, Asda and Sainsbury’s were all broadly in line with that increase.
Aldi, Lidl, Iceland and Waitrose all outperformed the market. “Both ends of the perceived price spectrum are continuing their robust performance,” said Garner.