Tesco market share drops back to May 2005 levels, latest Kantar data reveals

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Market share data

Market share data

Tesco’s market share has fallen back to levels last seen in May 2005, figures from Kantar Worldpanel for the 12 weeks ending 19 February 2012 reveal.

Last month, Kantar reported Tesco’s share dipped below 30% to 29.9%. Now Kantar reports the supermarket’s sales grew by 2.5% in the latest period, behind total market growth of 4.5% and, as a result, its share has reduced to 29.7%.

Edward Garner, director at Kantar Worldpanel, said: “Tesco’s market share remains under pressure and now stands at 29.7% − a level we last saw in May 2005 – as it faces stiff competition from its rivals. By contrast, the completion of its Netto conversions helped Asda retain its record share of 17.5% that we reported last month.”

Waitrose saw its share rise to 4.5% this month − an all-time record for the retailer. 

“Its continuing strong performance shows it is a mistake to talk about the ‘average’ UK shopper,” said Garner.  

“Some consumers clearly value good service and in-store experience when shopping, which Waitrose claims to provide.  

“The retailer has also benefited from increasing numbers of shoppers, as its store expansion makes its shops accessible to more people.” 

At the same time, Kantar said the ‘two nations’ phenomenon continues as value for money remains paramount for many shoppers. Aldi, Lidl and Iceland, for example, are all enjoying double-digit growth and they are holding on to record shares. 

Sainsbury’s also continues to outperform the market in 2012 and increased its share from 16.5% to 16.6%. Elsewhere, Morrisons dipped slightly by 0.1% to 12.2%.