UK supermarket sales jumped 11.3% in the week leading up to the Diamond Jubilee, latest grocery share figures from Kantar Worldpanel, published today, reveal.
This meant there was an extra £213m in the tills that week, said Kantar.
However, sales during the latest 12-week period to 10 June 2012, grew at just 3.2%.
Edward Garner, director at Kantar Worldpanel, said: “The remarkable growth rate recorded over the Jubilee is a sign of what’s to come during the Olympics when we expect grocery sales to soar. Competition is likely to be fierce with fortunes now considerably different among the big four.”
Both Tesco and Morrisons saw their shares dip 0.4 points in the latest period, whereas Asda and Sainsbury’s have seen their shares increase.
Asda and Sainsbury’s have adopted different paths to growth, said Kantar. Asda is expanding its estate through its acquisition of the UK Netto stores and Sainsbury’s is enjoying a long-term trend of organic growth as stores are added one by one.
“What both outlets have in common is strong price messages – Asda with its Price Guarantee and Sainsbury’s with its Brand Match – and this is supporting them well,” said Garner.
The polarisation seen in recent months continues unabated with Aldi, Lidl, and Waitrose all holding on to all-time record shares – Aldi and Lidl both have 2.8% and Waitrose has 4.6%. All three outlets have successfully appealed to their respective shoppers who are now spending more in store, said Kantar.
Garner said: “Iceland is growing at nearly twice the market average lifting sales by 6.3% this period. This is largely a result of the buoyant frozen food market, which tends to do well during times of economic uncertainty, and is currently the fastest growing grocery sector.”