The picture at Safeway is backed up by this month’s TradeTrak survey from ACNielsen, which shows its market share down 0.7% year-on-year. This compares to a rise of 0.1% year-on-year for Morrisons. The Bradford-based grocer is outperforming the industry, with its last trading update in May showing like-for-like sales up 8.4% for the first 14 weeks of the financial year.
Fellow Safeway suitors Tesco and Asda have seen the biggest year-on-year increases in the survey, at 0.9% and 0.4% respectively. Tesco has widened its lead over number two player Sainsbury when it comes to share of food purchases. TradeTrak measures all grocery purchases brought into the home and excludes non-food other than household, petcare and toiletries.
If non-food is taken into account Asda takes the number two spot in market share while Tesco increases its lead even further.
According to ACNielsen manager of retailer services Mike Watkins: “Tesco and Asda have benefited from the good summer weather. In July the sales of home, leisure and general merchandise non-food in the grocery multiples were 15% above last year.
These shopping occasions continue to drive the visits to the out-of-town food retailers.”
Sainsbury continues to see a drop in year-on-year market share.
The ACNielsen data shows it to be down 0.8%, which indicates it is losing even more market share than beleaguered Safeway.