Supermarkets and grocers have seen a significant improvement in sales since March, as Waitrose and the major discount stores experienced healthy growth in market share.
Data released today by Kantar Worldpanel shows overall growth in the grocery market increased by 4.8 per cent in the 12 weeks to May 15th 2011, following the disappointing 2.6 per cent growth seen in the last report.
No doubt bolstered by the sunny weather and bank holidays, all of the top ten supermarkets saw at least a three per cent increase in till roll sales year-on-year, with Tesco still leading the field with 30.7 per cent market share.
Edward Garner, Communications Director at Kantar Worldpanel, commented: “In the four weeks leading up to 15 May the year-on-year grocery growth rate actually rose to a remarkable 7.8 per cent, bolstered largely by Easter shopping, the good weather and, of course, the Royal Wedding.”
Waitrose saw growth of 8.8 per cent during the period, continuing its strong recent form, and also increased its market share from 4.1 per cent to 4.3 per cent.
In further evidence of a polarisation of spending groups, the discount retailers Aldi and Lidl performed very strongly by recording a 15.4 per cent and 16.1 per cent growth in till rolls respectively.
Garner added: “A rising tide lifts all boats and the top retailers performed well this month buoyed by the lifted market growth rate. Both Tesco and Morrisons increased their market share to 30.7 per cent and 11.9 per cent respectively, while Sainsbury’s share remained static at 16.3 per cent.”
Asda is the only major supermarket who will be disappointed with the latest figures, having dropped market share 0.2 per cent to 16.6 per cent, and seeing till roll growth underneath the market at just 3.5 per cent.
Gorcery inflation rose slightly from 4.3 per cent last quarter to 4.4 per cent as of May 15th, but Kantar Worldpanel remained convinced that it will not surpass five per cent this year.