Asda’s take-home sales fell 2.6% over the 12 weeks to 10 August, leaving the retailer with an 11.8% share of the UK grocery market, according to the latest Worldpanel by Numerator figures.

Morrisons remains steady at 8.4%, but Lidl is snapping at its heels with 8.3%, highlighting the growing pressure from discounters as shoppers chase value amid rising grocery prices.

Overall grocery sales grew 4.0% year-on-year over the period, while grocery price inflation eased slightly to 5.0% from 5.2% in July.

Fraser McKevitt, head of retail and consumer insight at Worldpanel, said: “Price rises are still being felt by households, but shoppers are adapting their behaviour — both in-store and at home — to manage costs.

“What people pay for their supermarket shopping often impacts spending across the wider high street too.”

Branded goods are bouncing back faster than own-label alternatives, with sales up 6.1% versus 4.1%, marking the largest gap in favour of brands since March 2024.

McKevitt said branded items dominate in personal care, confectionery, hot drinks and soft drinks, accounting for more than three-quarters of spend in these categories, while premium own-label is also performing well with sales up 11.5%.

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Convenience and quick-prep meals continue to shape shopper habits. The average home cook now spends three minutes less preparing evening meals than in 2017, and nearly one billion fish fingers were sold in the past year, ahead of the product turning 70 in September.

Ready meals, microwaveable rice and chilled pizza all saw growth of 6–8% over the period.

Tesco enjoyed its largest monthly market share gain since December 2024, rising 0.8 percentage points to 28.4% on the back of 7.4% sales growth. Sainsbury’s increased share to 15.0% with a 5.2% sales rise, while Aldi grew 4.8% to 10.8%.

Waitrose posted a 4.8% sales increase for a 4.4% market share, and Iceland grew 3.4% to hold 2.3% of the market. Convenience specialist Co-op fell 3.2%, leaving it with a 5.4% share.

Online and discounter growth was notable. Ocado matched Lidl as the fastest-growing grocers, with both up 10.7% year-on-year. Lidl’s market share rose 0.5 percentage points to 8.3%, while Ocado now holds 1.9%.

Online sales across all retailers increased 6.7% over the 12 weeks.

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