Sainsbury’s sees “stand-out” share growth

Supermarket Sainsbury‘s delivered stand-out market share growth in the 12 weeks to October 28th 2012 thanks to ongoing marketing investment, according to the latest figures from Kantar Worldpanel.

Sainsbury‘s reported a 0.4 per cent rise in market share to 16.8 per cent, buoyed by its sponsorship of the Paralympic Games, while investment in its Brand Match promise and own-label offering have also boosted performance.

Discount grocer Aldi also recorded impressive growth, posting an all-time record of three per cent of market share last month following a 29 per cent rise in sales in the quarter period.

Meanwhile, Tesco reported a total till roll rise of 2.1 per cent over the 12 weeks as its market share stood at 30.5 per cent following continued pressure as a result of the promotional activities of rivals, while Waitrose saw an eight per cent growth of sales with market share of 4.7 per cent.

Morrisons however, saw spend fall 0.4 per cent as its share stood at 11.4 per cent over the quarter, while Asda‘s share of 17.5 per cent remained unchanged.

Edward Garner, Director at Kantar Worldpanel,said that Morrison‘s results were particularly disappointing, commenting: “Morrison‘s performance this month will cause concern, with its share dropping from 12.0 per cent to 11.5 per cent and a decline in sales of 0.4 per cent.

“Recent announcements about the development of online and convenience, which are the two fastest growing grocery channels, will no doubt be given added urgency as these channels continue to deliver growth for competitors.”


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