Waitrose growth soars as shoppers turn to premium

Shoppers are ditching discounts in favour of premium as confidence returns, according to the latest supermarket share data from Kantar Worldpanel.

Supermarkets logos
Supermarkets logos

In the 12 weeks to 18 April, Waitrose recorded a “staggering” 11.7% year-on-year growth compared to the same period last year, almost four times the market average of 3%. The upmarket grocer also increased its market share from 3.8% to 4.1%.

Asda’s year-on-year growth of 2.5% is well behind the sector. The supermarket has changed its focus back to its Every Day Low Prices proposition from short-term promotions.

Ed Garner, communications director of Kantar Worldpanel, says “We’re seeing a sustained return to premium buying behaviour, which does not support Asda’s ’value’ proposition. The next few months will show whether this brand repositioning has been successful in drawing back shoppers looking for both value and quality.”

Growth among the top four retailers has slowed significantly but Sainsbury’s and Morrisons continue to grow faster than the market increasing their share to 16.4% and 11.8% respectively.

Tesco increased its market share to 30.5% up from 30.3% last year as it continues to benefit from its double Clubcard points scheme.

Asda’s market share dipped from 17% to 16.9%.

Among the Discounters, Lidl and Netto are still struggling but Aldi has experienced 5% growth and increased its share 3% from 2.9%, partly driven by a television advertising campaign and 65 new stores.

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