Shopper loyalty to supermarkets is tested, latest Nielsen data reveals

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Shoppers are becoming ever-more promiscuous in search of the best deals as consumer loyalty to any particular supermarket was tested last month, according to the latest UK retailer performance figures released today by Nielsen.

Headline value growth year-on-year at the UK’s grocery multiples slowed to +2.3% (from +3.5% last time), with volume growth also slowing to -1.4% (from -0.2%*), in the four weeks to 3 March 2012.

Nielsen senior manager for retailer services Mike Watkins said: “After a modest recovery in January to re-stock from Christmas, we’re now seeing shoppers being more cautious with their spend.

“Shopper promiscuity continues, with nearly all retailers seeing a small growth in their shopper numbers, but the challenge now is for them to convert this footfall into increased sales. Currently, Aldi, Lidl, Asda and Waitrose are the stores successfully continuing to gain the most market share.

“In recent weeks, Tesco’s performance has started to stabilise, attracting new customers, which suggests shoppers are responding to its current money-saving initiatives. What’s more, we expect shoppers to take the opportunity to shop at a range of Tesco store formats in order to spread the cost of their shop across the month.”

“Retailers are continuing to support sales with promotions. The level of goods sold on promotion remains relatively high at 34% of sales. Furthermore, retailers have made extra investments in vouchers, coupons and fuel discounts in recent weeks, such as Tesco with £4 off a £40 shop, or Morrisons offering a 15p fuel discount when spending £60.”

Table: 12-Weekly % Share of grocery market spend by retailer and value sales % change

  % share,12 weeks to

5 Mar 2011

% share,12 weeks to

3 Mar 2012

% value change vs same 12 Weeks Year Ago
TESCO

29.0%

28.5%

2.1

ASDA

16.0%

16.7%

8.0

SAINSBURY’S

16.0%

16.1%

4.7

MORRISONS

11.3%

11.3%

3.7

CO-OPERATIVE

7.0%

6.7%

        – 0.6

WAITROSE

4.1%

4.2%

6.8

MARKS & SPENCER

3.9%

3.9%

3.2

ICELAND

2.0%

2.0%

6.8

ALDI

1.7%

2.1%

14.3

LIDL

1.8%

1.9%

34.3

 

 

 

 

 

 

 

The figures in the table are based on 12 weeks sales through to 3 Mar 2012 compared with the same 12 week period in 2011.  Source: Nielsen Total Till, Nielsen Homescan