The launch of its new Essentials budget range has helped Waitrose capture an extra quarter of a million new shoppers in the past month, new research has found.

Sales at Waitrose grew 8.4% in the four weeks to 13 June, according to Nielsen, compared with volume growth in the overall grocery market of 1% and value sales growth of 5%.

Asda, Sainsbury’s and Morrisons were also big winners in the past month, with value sales up by 9.3%, 8.7% and 8.7% respectively.

All of the major supermarkets grew their share of the market in the 12 weeks to 13 June, except for the Co-op, whose share fell from 6.3% to 6.1%.

Commenting on Waitrose’s success, Nielsen senior retail services manager Mike Watkins said: “It appears that shoppers are remaining loyal to the retailer and are seeing the benefit of the re-priced and re-packaged private label.”

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