Supermarkets buoyed as consumers trade up

The grocery sector is continuing to see signs of premiumisation as the recession eases, according to the latest market share figures from Kantar Worldpanel.

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.

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