Waitrose, Aldi and Lidl post record market shares, Kantar Worldpanel shows

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Latest grocery market share: increased polarisation

Latest grocery market share: increased polarisation

Waitrose, Aldi and Lidl have all posted record market shares, according to grocery share figures from Kantar Worldpanel for the 12 weeks ending 14 April 2013.

The latest data show an increasingly polarised grocery market.

Edward Garner, director at Kantar Worldpanel, said: “Aldi has set two records in the latest period, with its highest ever growth of 31.1% delivering a record market share of 3.4%. Lidl’s market share of 3.0% is also an all-time high for the retailer.

“Pressure on household budgets is undoubtedly driving some of the growth at the discounters, but messages about quality are starting to resonate. Lidl announced this week that it will increase its fresh meat and poultry floorspace by 50% within the year, and Aldi’s new convenience store in Kilburn is a departure from its traditional edge-of-town offering. These changes are likely to appeal to a new and different group of shoppers which will bolster the performance of the discounters even further.”

Meanwhile, the strong performance of Waitrose has continued, leading to a record share of 4.9%. Shoppers rate Waitrose highly in terms of provenance and clearly-defined supply chains – important credentials in the wake of the horsemeat scandal and factors which have clearly boosted sales at the retailer, said Kantar Worldpanel.

Within the big four, Sainsbury’s has again delivered the strongest growth with 5.4% and is the only one to increase market share, now at 16.9%. Tesco’s market share currently stands at 29.9%, Asda’s at 17.5% and Morrisons’ at 11.5%.