Morrisons continues to gain customers

Morrisons, the supermarket chain, is continuing to gain ground on its rivals, growing its market share for the second sucessive quarter while Tesco’s share dips, according to figures published by TNS Worldpanel.

Morrisons has reported an 11% increase in market share for the 12 weeks to the end of February. It has grown from 11.1% a year ago to 11.6%, its highest share. Over the same period, Tesco has seen its share slip from 31.3% a year ago to 30.9% today.

Edward Garner, TNS research director, says some of the market’s “strong” advance is due to price inflation. He adds: “This factor, together with the Morrisons advance, places pressure on other retailers to keep up.”

Discount retailers Aldi and Lidl have continued to build share although Garner says most of their growth has come from former Kwik Save customers.

Morrisons has enjoyed a change in fortunes since undergoing a £450m brand makeover last year, with ads starring Denise van Outen (pictured) and Alan Hansen created by Delaney Lund Knox Warren. The supermarket bought rival Safeway in 2004.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here