Bounce!

The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 15 May 2011, show that the grocery market has bounced back.

Edward Garner, Communications Director at Kantar Worldpanel, explains: “The market has seen a boost this period, now growing at a far more respectable rate of 4.8% compared to the lacklustre performance we saw in March of 2.6%.

“In the four weeks leading up to 15 May the year-on-year grocery growth rate actually rose to a remarkable 7.8%, bolstered largely by Easter shopping, the good weather and, of course, the Royal Wedding.”

There is further evidence this month of ‘two nations’ developing when it comes to consumer spending, with both the discounters and Waitrose showing strong growth. Aldi and Lidl both continued to power ahead with double-digit growth with Aldi achieving an all-time record share of 3.4% compared with 3.1% a year ago and Lidl holding on to a 2.6% share, equalling the record Kantar Worldpanel reported last month.

With a strong growth rate of 8.8% Waitrose continues to impress, increasing its share from 4.1% over the same period last year to 4.3%, suggesting some consumers are not simply chasing low price.

With speculation rife over potential bids for Iceland the retailer posted strong sales growth of 5.7% and maintained its 1.9% market share.

Edward Garner, Communications Director at Kantar Worldpanel, comments: “A rising tide lifts all boats and the top retailers performed well this month buoyed by the lifted market growth rate. Both Tesco and Morrisons increased their market share to 30.7% and 11.9% respectively, while Sainsbury’s share remained static at 16.3%.”

Asda has felt the pressure slightly this period, posting growth behind the market at 3.5% and dropping market share to 16.6% compared with 16.8% last year.

The Co-operative’s share (including Somerfield) has decreased from 7.4% a year ago to 6.8%. However, this is not a reflection of like-for-like performance as the OFT-directed store sales are still affecting the figures.

Watch the previous commentary here