Discounters and Waitrose still outperform UK grocery market, Kantar data reveals

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Latest market share data

Latest market share data

Discount retailers Aldi and Lidl and premium supermarket Waitrose continue to outpace the UK grocery market, according to the latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 15 April 2012.

Aldi’s sales have increased by nearly 28% in the period and sales at Lidl are up by more than 11%. Both retailers have posted record market shares, as a result.

Waitrose, meanwhile, has grown by 9% in the last 12 weeks and increased its share to 4.5% compared to 4.3% for the same period last year.

Edward Garner, director at Kantar Worldpanel, said: “The discounters and Waitrose are outperforming the middle ground as shoppers polarise their spend. To this effect, Aldi and Lidl continue their strong run and both achieve record shares this period. Iceland’s growth rate of 9.1% is also racing ahead of the market – further proof that consumers are convinced by strong value-for-money messages.

“Waitrose sees no slowdown in its growth as some households refuse to let economic pressures affect their food purchasing. This may also be a result of cutbacks on eating out which have meant that some shoppers are willing to spend more money on bringing the dining out experience into the home. The continued growth of premium own-labels, particularly Tesco Finest and Sainsbury’s Taste the Difference, is further evidence of this behaviour.”

Among the big four, Asda has the strongest growth, which includes the benefit of its Netto conversions. This is followed by Sainsbury’s with growth just ahead of the market at 5.4%. Both Tesco and Morrisons lag behind the market and their shares drop by 0.2 points compared with last year. However, in the case of Tesco, this is less than the declines seen earlier this year, said Kantar.