Asda and Sainsbury's are stealing share of the household cleaning market from Tesco and Morrisons, the latest TNS data has revealed.

Asda has increased its share of the £640m market by 1.3 percentage points to 14.7% over the past year while Sainsbury's share is up from 14% to 14.5% [TNS World­panel 52w/e 4 November 2007].

Tesco's share, however, has fallen from 25.7% to 25.5% and Morrisons' from 10.3% to 9.9%.

Asda is now the only one of the big four to over-trade, as its 14.7% share of the market compares with its 13.9% share of the total grocery market by value (excluding non food), according to TNS Worldpanel figures.

It attributed its success to a recent review of its cleaning and kitchen products range and improved availability.

Though Sainsbury's also increased its share, like Tesco and Morrisons it was still under-trading in the category. "Tesco, Sainsbury's and Morrisons all have a share gap, indicating an opportunity to convert more of their shoppers," said TNS analyst Andrew Russell.

Sales missed by the big box multiples tended to be the result of consumers distress-shopping on the high street when they ran out of cleaner, he said.

NPD in the category is up sharply with new products accounting for 15.5% of household product sales this year compared with 4.6% last year.

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