M&S has taken the lead over Waitrose as Middle England’s top grocer.
- The change is backed by Kantar’s market data showing M&S’s increased market share.
- Waitrose’s market share dipped slightly compared to the previous year.
- M&S reported a notable increase in sales and profit.
- M&S focuses on produce, meat, dairy, and innovation.
In an unprecedented shift, M&S has surpassed Waitrose to become Middle England’s preferred grocer outside of the festive season. Recent data from Kantar, disclosed exclusively to The Telegraph, indicates that over the four weeks ending on 3 November, M&S achieved a grocery market share of 4.03%, a rise from 3.76% in the same timeframe last year. This surge positions M&S ahead of Waitrose, whose share declined to 3.91% from the previous 4.02%.
Highlighting its market ascendance, M&S recorded an impressive 11% year-on-year sales growth, outperforming other grocers. While Lidl saw a 6.9% increase, and Sainsbury’s and Tesco experienced rises of 6.3% and 5.8%, respectively, Waitrose managed a modest 1% uptick, only slightly ahead of Co-op and Asda. Analysts describe this outcome as a clear indication of the momentum M&S currently enjoys.
M&S’s commercial success mirrors its strategic goals and financial results. Recently, the company reported a 17.2% jump in half-year profit before tax, reaching £407.8 million. Within the food sector, the adjusted operating profit saw a minor climb of 0.5% to £242.2 million, while food sales increased by 8.1%.
The company’s robust performance is attributable to several factors. Key among them are its offerings in produce, meat, and dairy, alongside a committed innovation strategy. Furthermore, M&S has capitalised on having the strongest value perception in over a decade, reinforcing customer trust and preference for its products.
M&S’s strategic execution and market positioning have effectively elevated its status as the leading grocer for Middle England.
