Discounters key winners amidst modest Christmas growth

Date : 08 January 2013

The latest market share data from Kantar Worldpanel, for the 12 weeks to 23 December, shows the market trend held steady with the previous period maintaining growth of 3.2%.  However Kantar has reported a sharp uptick in inflation in the period, up a full percentage point to 4.5%, putting pressure on volumes in the crucial run up to Christmas.


12 weeks to 25 December 2011 (% share)12 weeks to 23 December 2012 (% share)Sales growth (Y-o-Y %)
Tesco 30.6 30.5 2.9
Asda 17.5 17.3 2.2
Sainsbury's 17.0 17.1 3.4
Morrisons 12.4 12.0 -0.6
The Co-operative 6.5 6.3 0.1
Waitrose 4.4 4.5 5.4
Aldi 2.6 3.2 30.1
Lidl 2.6 2.8 10.8
Iceland 2.1 2.2 9.7
Farm Foods 0.6 0.5 -8.8
Other multiples 1.9 1.8 -0.1
Total symbols & independents 1.9 1.9 0.3

Source: Kantar Worldpanel

Sainsbury's out performance diminishing as Tesco strengthens

Of the four largest retailers only Sainsbury's saw growth above the market, though it slowed significantly from the previous period to +3.4%, now just a fraction ahead of the average.  In contrast Tesco remained slower, but it accelerated from 2.2% to 2.9%, closer to the market than it has been for some time.

Morrisons stays negative

While improving slightly on the figure seen in the November Kantar release, Morrisons remained significantly behind its major national competitors, nearly four percentage points below the market, on -0.6%.  The Co-operative, also slightly improved, nudged into positive territory, just, with 0.1%.  Meanwhile Asda, though having lost the early momentum of the conversion of Netto stores, stayed solidly positive at +2.2%.

Aldi looking like a runaway train

Though a regular performer above 20% in 2012, Aldi surpassed the 30% mark in this latest period.  Boosted with a strong push in premium lines to drive festive sales, the leading discounter saw its market share leap to an all-time high of 3.2%, picking up share points from many of its larger rivals.

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