The ‘big four’ UK supermarket chains, Tesco, Asda, Sainsbury’s and Morrisons, have seen a decrease in market share according to the latest grocery share figures from Kantar Worldpanel, the provider of market monitoring analytic and research solutions revealed on Tuesday.
Despite the downturn, Tesco still leads UK supermarket sector, with 28.6% of market share for the 12 weeks ending 30 March 2014, down from 29.7% for the same period last year. Asda is next with 17.4%, then Sainsbury’s with 16.5% of the market share, while Morrisons held 11.1% of the market for the period.
However, Aldi, Lidl and Waitrose all achieved increases in the market share. Aldi reached its highest ever growth of 35.3%, which boosted the retail company to a record market share of 4.6%, while Lidl also achieved strong growth and now accounts for 3.4% of the market. The Co-operative held its current 6.1% share, which has been recorded in the last four Kantar Worldpanel surveys, while Waitrose maintained its record 5.0% share, which was reported during the previous 12 weeks. Farmfoods, a frozen food outlet, also performed well achieving a record share of 0.8%.
Kantar Worldpanel said the results from its survey indicate that there has been a dramatic slowdown in the UK’s grocery market, with growth of just 0.6%. The Easter weekend will fall later this year, so although the spring celebration was included in the 2013 period, it is not included in the current data for 2014. Kantar Worldpanel said that Easter accounts for market growth of 0.9%, so this means that a ‘corrected’ market growth would stand at 1.5%. However this estimation is still low by historical standards.
Kantar Worldpanel added that its May announcement of the supermarket market share will be on Wednesday 7 May 2014. This is delayed by one day due to the May Day Bank Holiday.