Tesco’s lead over rival supermarkets is continuing to erode while Morrisons recorded the biggest year on year growth of the top four supermarkets, according to the latest TNS grocery market share figures.
Sector leader Tesco saw market share fall to 30.8% in the 12 weeks to 17th May from last year’s 31.1%, although its growth rose slightly in May compared to April.
Morrison’s share rose by 7.9% to 11.6%, while Sainsbury’s was close behind in growth terms with a 7.8% rise, taking its market share to 16.3%. This keeps Sainsbury’s in third place behind Asda which saw a 7.2% growth to post a 17.1% overall share.
Waitrose’s introduction of its lower-price ‘Essentials’ range in a bid to retain recession hit customers has paid off, according to TNS, which describes its 4% market share growth as “early vindication’ of the move.
Meanwhile, at the other end of the market the discount retailers market share growth rate has slowed. TNS calculates the share of Aldi, Netto and Lidl has grown to 6.1%, compared to 5.9% last year.