Morrisons’ sales are on the up again, as Aldi, Lidl and Waitrose held on to their market share, the latest figures from Kantar Worldpanel have shown.
Morrisons sales rose 1.8% year on year in the 12 weeks to 7 July, figures published today revealed. This continues a trend of recovery in 2013, from a low of -1.7% in January. However, Morrisons’ overall market share took a 0.2% dip to 11.7%.
Aldi held on to the record 3.6% market share it recorded in June, while Lidl and Waitrose took 3.1% and 4.8% respectively – with the latter chalking up 10.9% sales growth year on year.
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Trends among the big four retailers remained largely unchanged, with only Sainsbury’s managing to hold on its market share, at 16.5%.
“Sainsbury’s have managed to put themselves in quite a clever place,” said Kantar Worldpanel director Edward Garner. “They are ticking the right boxes on price with Brand Match and have a pretty good own-label range.”
Garner suggested that price-matching schemes were building customer loyalty, with consumers less likely to shop around if prices on branded products are the same everywhere. “Price is losing its impact as a differentiator. People are inclined to stick with where they are and what they know.
“This puts pressure on the store environment,” Garner added – citing Morrisons’ ongoing store refresh as one possible reason for its rise in sales.
Elsewhere, there was some good news for The Co-operative Group, which saw its sales inch up 0.2% on the year before, although its market share was down year on year to 6.4%.
Tesco’s market share hovered at 30.1%, followed by Asda on 17%.