Sainsbury's forges ahead in latest market data

Date : 26 March 2013

According to the latest retailer share data from Kantar Worldpanel, for the 12 weeks to 17 March 2013, growth in the UK grocery retail market has continued to pick up, with sales ahead 3.9% (vs 3.7% in the previous period).  The Kantar measure of inflation is still above the market on 4.2%, but this has fallen, indicating the rate of volume decline has slowed.

12 weeks to 18 March 2012 (% share) 12 weeks to 17 March 2013 (% share) Sales growth (Y-o-Y %)
Tesco 30.2 29.4 1.1
Asda 17.9 17.9 3.8
Sainsbury's 16.6 16.9 6.2
Morrisons 12.3 11.7 -1.0
The Co-operative 6.5 6.2 -0.3
Waitrose 4.4 4.8 12.5
Aldi 2.6 3.3 30.8
Lidl 2.7 2.9 10.5
Iceland 2.0 2.1 8.7
Farm Foods 0.6 0.5 -4.9
Other multiples 1.9 2.0 7.3
Total symbols & independents 2.2 2.2 2.4

Source: Kantar Worldpanel


Sainsbury's steps up a gear

With its growth rate up to 6.2%,Sainsbury's is well ahead of the other leading retailers, and the only one of the four to gain share in the period.  This contrasts markedly withTesco where growth dropped back to just 1.1%, well behind the market rate, andMorrisons where the trend remained solidly negative on -1.0%. Both retailers shed over half a percentage point of share as a result. Asda at least maintained growth more or less at the market rate, sustaining its share at 17.9%.

Double figures again for Waitrose and discounters

Following the well-established pattern it's the premium differentiation ofWaitrose and the value alternatives ofAldi andLidl that are outperforming the market, with all three claiming double digits. Waitrose's growth saw the greatest acceleration, with its trend stepping up a full 3.5 percentage points in the period to hit +12.5%. Meantime Aldi continues its very rapid growth, at over 30%.

Impact of Tesco Price Promise yet to land

Launched on 11 March, the new Tesco Price Promise, matching prices and providing money back coupons at the till, arrived too late to have any significant impact on performance in this period. Upping the ante in price matching activity, the Tesco Price Promise is the first to include comparativeprivate label products, and it will not be until the April data that its effects begin to become apparent.

Want to know more?

Our 'Tesco Price Promise explained' Special Analysis explains the concept in more detail and has in-store examples.

Book your place now to hear the latest developments and understand what this means for your business. Don't miss the opportunity to hear Tesco's UK food strategy from key directors, including Chris Bush- UK Managing Director, John Scouler - UK food commercial director and David Wood - UK marketing director.