Morrisons loses market share as sales dip 0.4%, latest Kantar data shows

Latest grocery market share figures

Latest grocery market share figures

Morrisons’ share of the UK grocery market has fallen from 12.0% to 11.5% with a 0.4% decline in sales, according to the latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 28 October 2012.

In contrast, Sainsbury’s is the star performer among the top four with a 0.4% jump in market share – moving from 16.4% a year ago to 16.8%. Paralympics sponsorship, Brand Match and own-label investment have all helped to boost Sainsbury’s appeal to its shoppers, said Kantar.

Tesco continues to experience the pressure on share that has been a feature of the past year, growing behind the market at 2.1%. 

Edward Garner, director at Kantar Worldpanel, said: “Morrisons’ performance this month will cause concern, with its share dropping from 12.0% to 11.5% and a decline in sales of 0.4%. Recent announcements about the development of online and convenience, which are the two fastest growing grocery channels, will no doubt be given added urgency as these channels continue to deliver growth for competitors.”

Asda’s share is unchanged this period as the effect of the Netto acquisition has largely dropped out of the year-on-year comparisons.

The discounters continue to progress as Aldi reaches a 3.0% market share – yet another all-time record for the retailer. Waitrose also impresses, as it gears up for its traditionally strong Christmas period, by holding on to the record 4.7% share it achieved last period, said researchers.