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.

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 customerservices@marketingweek.com

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