Tesco and Asda’s market share slipped during the World Cup, despite aggressive promotions and an increase in sales growth since June.

According to Kantar Worldpanel, Tesco’s market share slipped to 30.7% for the 12 weeks to July 11, down from 30.8% in the same period the previous year. Asda’s slipped to 16.8% from 17%.

Morrisons continues to lead out of the big four, posting growth of 6.6% ahead, and Sainsbury’s also reported a strong performance, up 5.3%.

Total grocery market growth reached 4.4% this month, the highest since February, as shoppers enjoyed the World Cup celebrations and warm weather. Sales were bolstered by promotions, with a record 34.5% sold on promotion.

Fraser McKevitt, retail analyst at Kantar Worldpanel, said: “Despite England’s dismal performance in the World Cup, people continued to spend in June while they soaked up the sunshine. We’ve seen consumers spending at the fastest rate since Christmas, taking advantage of extremely competitive promotions on traditional summer items such as beer and barbecue foods. On top of that, grocery inflation remains subdued which means shoppers’ money goes a little bit further in their weekly shop.”

Iceland is growing by 11.4% over last year with its keen pricing on staples such as bread and milk increasing footfall. It is marginally ahead of Waitrose, which continues to grow strongly up 11.3% on last year. The Co-op also recorded strong growth, up 19.3% on the previous year, as it continues to convert Somerfield shops.

Grocery price inflation in the period was 1.7%.

 12 Weeks to
12 July 2009
12 Weeks to
11 July 2010
 £000s% *£000s% *%
Total Till Roll29,244,630 30,224,670 3.4
Total Grocers21,850,960100.00%22,806,470100.00%4.4
Total Multiples21,368,55097.80%22,290,64097.70%4.3
Farm Foods119,7800.50%134,4560.60%12.3
Other Multiples429,3552.00%500,5562.20%16.6
Symbols &
* = Percentage Share of Total Grocers