Tesco and Sainsbury’s tied in battle for festive sales, Kantar Worldpanel shows

Market performance at Christmas

Market performance at Christmas

Festive grocery share figures from Kantar Worldpanel, published today (15 January 2013) for the six weeks ending 6 January 2013, show the grocery market growing at 3.8% over Christmas and the New Year, driven by price inflation rather than volume growth.

Edward Garner, director at Kantar Worldpanel, said: “These festive trading figures show a dead heat between Tesco and Sainsbury’s in the battle for Christmas. Both posted identical growth rates of 3.9% – just ahead of the total market – and market shares unchanged from a year ago. This represents a clear improvement in Tesco’s fortunes following a series of share dips in 2012 but it is also a strong performance from Sainsbury’s which had been predicted to suffer disproportionately from the Tesco fight-back by some commentators.”

The small Asda share dip represents a bedding-in of the Netto acquisition with its 17.7% share strong by historical standards for this period, said researchers. Morrisons’ sales decline is consistent with previous reports.

Garner said: “Waitrose’s strong performance over the seasonal period is reflected in its 8.6% growth rate, which is over twice the market average. Although this six week report is, strictly speaking, not comparable with our usual 12-week series it is worth noting the Waitrose share is higher than any previous share we have reported for the retailer.

“Elsewhere, shoppers continued to seek value for money with ongoing positive performances for Aldi, Lidl and Iceland.”