Sainsbury’s is the only retailer among the top four to withstand the influence of the discount and premium grocery sectors, according to the latest share figures from Kantar Worldpanel.
In the 12 weeks ending 5 January 2014, Sainsbury’s outperformed the market (+2.9%) with year-on-year growth of 3.1%. As a result, it held onto a 17.1% market share, catching up with Asda.
Edward Garner, director at Kantar Worldpanel, said: “Among the big four, only Sainsbury’s was able to resist the relentless pressure from the discounters and Waitrose. Now catching up with Asda, it managed to hold share and out-perform the market with year-on-year growth of 3.1%.”
Aldi, Lidl and Waitrose continued to record strong growth over the Christmas period, said Kantar Worldpanel. The online, convenience and premium sectors also performed well.
Morrisons suffered the most among the major supermarkets with its share dropping from 12.0% last year to 11.5% now and a decline in overall sales of 1.0%.
“The absence of an online offering is a major factor in its decline with total internet grocery sales over the Christmas/New Year period growing at 22% with 15% of British households placing orders,” said Garner. “However, the retailer has now begun deliveries via Ocado in the Midlands which might help it return to growth.”
Local convenience shopping is another fast growing sector with both Tesco Express and Sainsbury’s Local enjoying double-digit growth. In tandem, the Co-operative registered modest sales growth of 0.4% and independents kept pace with the total market growth and held share. There was also strong sales growth from Farmfoods of over 40%, albeit from a low base.
Garner said: “The pressure on household budgets is lessening with the Kantar Worldpanel measure of grocery price inflation standing at 2.5% – the lowest level since October 2012. Despite challenging market conditions, it was a ‘premium’ Christmas with both Tesco Finest and Sainsbury’s Taste the Difference ranges strongly out-performing their respective ‘Value’ equivalents.”