Morrisons is leading UK supermarket growth, according to the latest TNS Worldpanel grocery market share figures for the 12 weeks ending 12 July 2009.
Morrisons increased sales by 9.5% in the period boosting its market share by 0.4% points to 11.6%.
Fraser McKevitt, analytical consultant, TNS Worldpanel, said the combination of a strong ‘Price Crunch’ message and the focus on fresh food has seen Morrisons post its 22nd successive period of market share growth.
Morrisons: leading market growth
The total grocery market is resilient too, said TNS. It has grown by 5.9% year-on-year, slightly slower than in the previous 12 weeks but partly as a result of Easter phasing. Seasonal grocery markets have performed particularly strongly in the good July weather, said TNS.
Asda’s sales increased by 8.1%, increasing its market share by 0.3% points to 17%. Sainsbury’s sales grew by 7.7%, also lifting its market share by 0.3% points to 16%.
Tesco grew by 5.7% in the period, marginally behind the overall sector and its market share of 30.8% is virtually unchanged versus a year ago.
Waitrose was the second strongest performer in the latest period with sales growth of 8.2%. According to TNS, recent store openings of former Somerfield sites have contributed to this performance. The highly publicised Essentials range and increased focus on promotions and value have clearly resonated with shoppers in a time of recession, said McKevitt.
The discounters’ growth has again slowed slightly but Aldi and Lidl remain ahead of the sector average.
Somerfield’s year-on-year decline is accelerating - -19.1% now - due to the store divestments necessitated by the Competition Commission following its acquisition by The Co-operative.