For the 12 weeks ending 13 June, total sector growth remains flat at 3.7% but Waitrose and Sainsbury’s are seeing growth ahead of the market with 4.2% and 4.4% respectively as shoppers trade up.
Asda continues to underperform its rivals with market share growth below the sector average at 2.7%, down to a level not seen since November 2008.
Morrisons continues to see the most growth among the big four retailers at 6.1% .
Edward Garner, communications director for Kantar Worldpanel, says: “As we emerge from the grip of the recession, quality is back on the agenda. This has come to Asda’s attention with their latest drive to promote their prize-winning products alongside the value message we’ve seen in recent months.”
The discounters are seeing renewed strong performance. Aldi recorded growth of 7.9% and Iceland is reaping the results of a push into convenience and aggressive promotions on staple items.
Netto however recorded a 2.2% decline, but it is expected to be bolstered by the takeover by Asda.