Paralympic sponsorship gives Sainsbury’s share boost, latest data reveals

Sainsbury's: sales and share boost in latest period

Sainsbury’s: sales and share boost in latest period

Sainsbury’s has delivered strong growth of 5.6% lifting its share from 16.2% a year ago to 16.5%, according to the latest Kantar Worldpanel data for the 12 weeks ending 30 September 2012.

Edward Garner, director at Kantar Worldpanel, said: “Among the big four supermarkets, the stand out performance is from Sainsbury’s. Its sponsorship of the Paralympic games has clearly borne fruit, boosting its sales in this period. The retailer has also been bolstered by its Brand Match promotion and the ongoing relaunch of its own label range – both of which are proving popular with consumers.

“It has also been a record-breaking period for Waitrose, posting its highest ever share of 4.7% and building on the strong performance we have seen over the past decade.” 

The grocery market as a whole is growing at 3.9%. This is above the Kantar Worldpanel inflation measure of 2.6%meaning, despite a background of austerity, there is currently real growth in the market.

Asda has also out-performed the market adding 0.1 share points – this is lower than the growths seen earlier this year as the effect of the Netto stores acquisition drops out of the year-on-year comparisons.

The results of Sainsbury’s and Asda contrast with Tesco and Morrisons, which have both lost share over this period, said Kantar Worldpanel.

Garner said: “The growth of the discounters and Iceland continue to be a strong feature of the market. In particular, Aldi has been delivering growth in excess of 20% per year since mid-2011 – clear evidence value for money allied to a growing emphasis on product quality is encouraging shoppers to increase their loyalty to the outlet.”