UK Grocery Market Share Update Jubilant jump in sales

The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 10 June 2012, show the market growing at 3.2% with a dramatic jump to 11.3% in the run-up to the Diamond Jubilee (week ending 3 June 2012). This meant there was an extra £213 million in the tills that week.

Edward Garner, Director at Kantar Worldpanel explains:

“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 suffer share dips of 0.4 points this month whereas Asda and Sainsbury’s have seen their shares strengthen. The two retailers have taken different paths to growth with Asda expanding its estate through its acquisition of the UK Netto stores and Sainsbury’s 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.”

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.

Edward Garner continues:

“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.”

Watch the previous commentary here.