Sainsbury’s is the big winner according to this month’s Kantar Worldpanel grocery share figures, which indicate it has delivered a 0.4 percentage point jump in share - moving up to 16.8% of the market.

Paralympics sponsorship, Brand Match and own-label investment had all helped to boost Sainsbury’s appeal to shoppers in the 12 weeks to October 28, suggested Kantar.

Tesco is growing behind the market at 2.1%, with share of 30.5%, while Asda’s share (17.5%) is unchanged this period. Waitrose held on to the record 4.7% share it achieved last period, while The Co-operative Group lost 0.6% - down to 6.7% - and Morrisons’ sales were down 0.4%.

Kantar Worldpanel director Ed Garner said: “Morrisons’ performance this month will cause concern, with its share dropping from 12.0% to 11.5%.”

The discounters continued their strong performance, with Aldi notching up a 3.0% market share - an all-time record for the retailer.

“Recent announcements about the development of online and convenience, which are the two fastest growing grocery channels, will no doubt be given added urgency as these channels continue to deliver growth for competitors”, added Garner.