Supermarkets have lost share in the music and video markets in the past year - but are attracting more gaming and book fans.

The news follows last month’s announcement by the Entertainment retailers Association that overall sales in the UK entertainment market fell 12% year-on-year in 2012 to £4.21bn.

In the past 12 months, the supermarkets’ overall share of the video market fell from 41.3% to 40.4% [Kantar Worldpanel 52 w/e 23 December 2012], while their share of music sales fell 0.9 points to 29.9%. Over the same period, their game sales grew 1.2 points and book sales 0.9 points (see story below).

Overall, the supermarkets recorded a slight decline in share of entertainment sales, but had been more succesful than many other bricks and mortar stores at defending themselves against competition from online retailers, said Kantar Worldpanel consumer analyst Laurie Krohn.

Sainsbury’s has recorded the strongest growth year-on-year, with its share of physical entertainment sales up one percentage point to 6.9% against Asda (up 0.6 points to 11.6%), Tesco (down 1.5 points to 13%) and Morrisons (down 0.1 to 3.6%).

Sainsbury’s success was down to a combination of recruiting staff with entertainment expertise and having the right offer for its customer base, said a spokesman for the retailer.

Sainsbury’s added that Call of Duty: Black Ops 2 was its biggest-selling SKU of the week by value when it was released last November - like the CoD title before it.