Sainsbury’s continues robust run of share growth, latest Kantar data finds

Latest supermarket share data

Latest supermarket share data

Sainsbury’s has posted sales growth of 3.8% in the 12 weeks ending 2 September 2012, maintaining its robust run, which has seen it continue to grow share for the past nine years, according to the latest data from Kantar Worldpanel.

The high-profile Paralympics sponsorship will no doubt provide further support but this won’t be fully seen in the figures until next month, Kantar added.

Today’s figures show the grocery market growing at 3.3%, above the Kantar Worldpanel inflation measure of 2.9%. 

Edward Garner, director at Kantar Worldpanel, said: “Despite ongoing pressures, things seem to be looking up in the grocery market and shoppers are not having to trade down to the same extent as they have done over the past year.”

Among the big four, Tesco’s share has dropped from 30.9% a year ago to 30.8% – a relatively small decline compared with most of 2012 and evidence of some success in its fight-back, said Kantar.

Although Asda outperforms the market with growth of 4.5%, this is now easing back as the effect of the Netto acquisition falls out of the year-on-year comparisons. 

“The pressure on Morrisons continues with its share slipping from 11.7% a year ago to 11.5%,” said Garner. “However, this is to some extent inevitable, as the retailer presently offers no online ordering and currently only a small number of M local convenience outlets – two areas which are currently major contributors to the growth of its three main competitors.

“Outside of the big four, Aldi continues to be the star performer and holds on to its all-time record share with growth of 26.6%. This is driven mainly by dramatic growth in spend levels of existing customers – up 36% over the past two years – rather than an increased number of shoppers,” said Garner.

Kantar said it continues to see the diverse nature of households and their shopping habits through Waitrose’s performance. The retailer holds on to its all-time record share of 4.6% and outperforms the market once again with growth of 7.8%.