Sainsbury’s only big four grocer to hold market share, says Kantar


Discount retailer Aldi has emerged as the big winner over the Christmas period as Tesco, Asda and Morrisons continued to lose market share.

Kantar Wordpanel data for the 12 weeks ending 5 January 2014 showed that Aldi grew its market share by an impressive 0.9 per cent to 4 per cent. Of the big four grocers, only Sainsbury‘s managed to hold market share. Tesco lost 0.8 per cent of market share for the period while Asda lost 0.4 per cent. Premium grocer Waitrose grew market share by 0.1 per cent.

Morrisons, which launched its online grocery service in partnership with Ocado last week, lost 0.5 per cent of market share y-o-y to 11.5 per cent as it suffered in the wake of its bricks and clicks rivals.

Edward Garner, director at Kantar Worldpanel, explained: “Morrisons suffered the most among the major supermarkets. The absence of an online offering is a major factor in its decline with total internet grocery sales over the Christmas / New Year period growing at 22 per cent with 15 per cent of British households placing orders. However, the retailer has now begun deliveries via Ocado in the Midlands which might help it return to growth.”

Discounter Lidl grew its market share from 2.7 per cent to 3.1 per cent and grew sales by 29.4 per cent.

Convenience shopping continues to surge with both Tesco Express and Sainsbury‘s Local enjoying double-digit growth in the area. Alongside this, the Co-operative registered modest sales growth of 0.4 per cent and independents kept pace with the total market growth and held share.

Garner added: “It was a ‘premium‘ Christmas with both Tesco Finest and Sainsbury‘s Taste the Difference ranges strongly out-performing their respective ‘Value‘ equivalents.”