Brand Match helps Sainsbury’s to biggest share since 2003

Brand Match helped Sainsbury’s grow its market share over Christmas, as growth in the grocery market as a whole continued to lag well behind inflation.

Data from Kantar Worldpanel shows the market grew by 4.8% year-on-year in the three months to Christmas Day, well behind the 5.9% of annual inflation.

Among the big four, Sainsbury’s upped its market share over the period from 16.6% during the equivalent term a year ago to 16.7%. Tesco’s share dipped from 30.5% to 30.1%, despite its ongoing Big Price Drop campaign, while Asda’s share was buoyed by the conversion of Netto stores.

“We continue to see a price war as the big four battle for market share,” said Kantar’s Edward Garner.

“Tesco’s Big Price Drop has had an aggressive response from its competitors and put pressure on its share, which has slipped from 30.5% a year ago to 30.1%.

“Sainsbury’s has enjoyed a positive year-end performance, with its Brand Price Match helping the retailer to its highest share since March 2003.”

Garner added: “Behind these topline numbers, there now strong evidence households are shopping around more. Nearly all retailers can claim to have more shoppers, who are making more trips than last year. However, basket sizes are now smaller - a classic response to tight household budgets.”