Morrisons has once again posted the strongest growth of the ‘Big Four’ supermarkets in the Kantar market share figures, while the sales of hard discounters Aldi and Lidl continued to soar.
In the 12 weeks ending 2 October Morrisons grew sales 6% to give it a market share of 11.6%. Tesco and Asda both had a lower market share than at the same time last year at 30.6% and 17.3% respectively.
Tesco was down 0.3%, while Asda’s share was 0.5% lower despite including the acquisition of Netto, although it will be pleased that the decline in its share has halted since the last period. Sainsbury’s share was flat at 15.9%.
The standout performances continue to come from Aldi and Lidl, with sales up 25.1% and 10.5% respectively on the same period last year. Aldi’s market share is now 3.5% - up 0.5% on last year - and Lidl’s 2.5%. “Those retailers with a low price message are the driving force in the market,” said Kantar Worldpanel director Edward Garner.
Up-for-sale Iceland also did will with growth of 10.8% while at the other end of the market, Waitrose recorded strong growth, up 9.4% in sales to give a market share of 4.4%.
Overall the grocery market is growing at 5.1% a year, below the 5.7% rate of grocery price inflation.