Ocado has reached a new record market share of 2.2%, with sales increasing by 15.8% during the 12 weeks to 30 November, according to the latest figures from Worldpanel by Numerator (formerly Kantar).

Discounter Lidl has reported a continued strong performance with the ninth consecutive month of double-digit sales growth at 10.2% and now has a market share of 8.1%.

Tesco and Sainsbury’s saw their sales increase by 4.7% and 5.1%, respectively. Tesco continues to remain Britain’s largest grocer, holding 28.3% of the market, while Sainsbury’s holds 16% of the UK market share.

Meanwhile, discounter Aldi saw its sales grow by 4.1%, while its share remained flat at 10.5%.

Waitrose and Iceland experienced a sales increase of 4% and saw their shares remain flat at 4.4% and 2.3%, respectively.

Asda’s and Co-op’s sales decreased by 4.3% and 1.4%, respectively, and the retailers now account for a market share of 11.5% and 5.3%.

Morrisons’ sales increased by 2.1%, and the retailer currently holds a market share of 8.3%.

Fraser McKevitt, head of retail and consumer insight at Worldpanel, said: “Retailers are pulling out all the stops to win shoppers over as they gear up for one of the most important trading periods of the year.

“With the cost of living still biting for many this Christmas, just under one third of all spending is on promotion as supermarkets find ways to shield shoppers from the impact of price rises.”

Additionally, the data found that grocery inflation remained flat at 4.7% over the month to 30 November, and take-home sales increased by 3.4% during the time period.

Christmas sales are projected to exceed £13.6bn in December, with 31.2% of spending on promoted items, which is higher than 30% last November.

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