Waitrose posts record grocery market share, latest Kantar Worldpanel data reveals

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Waitrose has secured a record grocery market share of 5.2%, having boosted its sales by 6.8% over the past year and grown its sales every month since March 2009, the latest figures from Kantar Worldpanel reveal.

The data for the 12 weeks ending 12 October 2014 also shows like-for-like prices have declined by 0.2%, pushing the grocery market into deflation.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said:  “While the supermarkets are battling it out on price, the real winners are consumers. Extensive price cutting by some supermarkets in a bid to win the price war means that customers are saving on everyday items such as vegetables and milk.

While Waitrose is outperforming at the top end of the market, at the opposite end, Aldi’s growth slowed slightly compared to recent months, but sales were still up 27% versus last year resulting in a market share of 4.8%.

Lidl’s sales grew by 18%, with its market share standing at 3.5%.

McKevitt said: “We are seeing clear polarisation of the market with both the premium and discount ends of the market gaining share, while the mainstream grocers continue to be squeezed in the middle. Asda has again emerged as the winner among the big four, growing sales ahead of the market, up 1% over the past year, boosting its share to 17.3%.

“Tesco is yet to see substantial improvement, however it seems it may be turning a corner as sales are down 3.6%, which is the grocer’s best figure posted since June.   eanwhile both Sainsbury’s and Morrison’s sales slipped back, down 3.1% and 1.8% respectively.”