Waitrose is continuing to lose shoppers as the credit crunch deepens and consumers turn to its cheaper rivals, according to TNS Worldpanel.

For the first time in recent years, Waitrose slipped into negative territory with -0.7% year-on-year growth, resulting in a share dip from 3.8% to 3.6% for the 12 weeks to 30 November, TNS Worldpanel’s latest grocery market share figures revealed.

In contrast, Morrisons chalked up growth of 10.3% while Aldi posted a record share of 3.1% and year-on-year growth of 25.4%.

Meanwhile, figures from Nielsen put Morrisons’ growth at 9.5% for the 12 weeks to 29 November.

“It looks like Morrisons is going to enjoy a second bumper Christmas,” said Nielsen senior manager of retailer services Mike Watkins. “Sales are accelerating just in time for peak Christmas trading as shoppers take advantage of the retailer’s strong and unique promotions.”