Morrisons has made its first market share gains in more than three years, and has recorded the largest sales increase among the “big four” for the second consecutive month, the latest Kantar Worldpanel figures published today show.

The Bradford-based chain recorded sales growth of 0.6% in the 12 weeks ending 21 June, which Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said was supported by an increase in online shopping.

Morrison’s market share climbed 0.1% on a year ago, marking their first market share improvement since December 2011.

The Co-operative’s sales were flat, but stood ahead of the market for the first time in nearly four years, helped in part by more shoppers visiting the stores. Its market share held steady at 6.2%.

Aldi and Lidl continued to take share from the competition. Aldi increased sales by 15.4% and Lidl by 9.1%.

Aldi reached a new high with a 5.5% share of the market compared with 4.7% this time last year. Lidl also showed continued growth, rising from 3.6% to 3.9%. Waitrose grew ahead of the market, with sales up 1.2% with a 5.1% share of the market compared with 5% this time last year.

McKevitt said: “Last seen in November, the return to marginal decline across the grocery market reflects both falling prices and only steady volume growth.

Kantar Worldpanel said groceries were now 1.7% cheaper compared with a year ago. Prices had been falling since September last year, but the rate of decline was slowing and project to rise again by the end of 2015.

“Sales volumes are up 2% compared to a year ago, but are not anticipated to accelerate, even with an improving economy, as demand for groceries has remained broadly steady since before the recession,” McKevitt said.

The Kantar Worldpanel data showed sales fell 1.3% at both Tesco and Sainsbury’s, taking market share down to 28.6% and 16.5% respectively, a decrease of 0.3 and 0.2 percentage points.

Asda saw sales fall 3.5%, leaving the group with a 16.5% share compared with 17.1% last year.

Topics