Discounters sieze market share from Big 4 over Christmas

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Three of the Big 4 grocers lost out on market share over the last Christmas period, as the discounters continue to challenge their dominance.

New results from Kantar Wordpanel have revealed that Asda continued its decline with a 4.7 loss of market share in the 12 weeks to December 4. 

Sainsbury’s and Morrisons also saw losses of 0.6 per cent and 1.4 per cent, despite Morrisons posting its best Christmas trading update in seven years.

Unlike its rivals, Tesco posted a 1.6 per cent rise in market share, as it continues to establish dominance over the marketplace. Its shares have already risen by 39 per cent this year as the retailer’s recovery goes from strength to strength.


READ MORE: 2016 Christmas sales “even bigger than the Black Friday” 


However, discounters Aldi and Lidl saw the best results, posting a 10 per cent and 5.7 per cent rise in market share respectively.

Kantar head of retail insight Fraser McKevitt said: “Despite widespread anticipation of higher prices shoppers are yet to feel the pinch of rising inflation.”

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