Tesco has increased its market share for the first time since May and Morrisons’ percentage of the market has dropped for the first time in three years, according to the latest Kantar Worldpanel data.
In the 12 weeks ending November 28th Tesco increased its grocery market share by 0.1 per cent year-on-year to 30.7 per cent, growing its till roll by 4.4 per cent in the process.
Morrisons’ market share slipped by 0.1 per cent to 12 per cent, with Kantar suggesting that the company’s growth following its acquisition of Safeway has now come to an end.
Edward Garner, Communications Director at Kantar Worldpanel, said: “Going forward Morrisons will have to focus on building basket size to sustain its performance.
“The current promotion where shoppers collect five till slips worth over £40 to qualify for a £30 payback is designed to address this.”
Sainsbury’s continued to go from strength to strength during the 12 weeks, increasing its market share by three per cent compared to the same period last year.
The company is now only 0.6 per cent behind Asda in the race to become Tesco’s nearest challenger, and has benefited from the push to grow retail space by 15 per cent by March 2011.
Garner added: “Our predictions for a premium Christmas remain on-track as Waitrose strongly outperforms the market once again, increasing its share from 3.9 per cent for the same period last year to 4.1 per cent this year.
“By contrast, the discounters and Iceland market shares remain unchanged, perhaps showing consumers reluctance to scrimp on food in the run up to the festive period.”