Christmas shakes up supermarket shares

Christmas shopping has caused a shake up in the supermarket sector during November, according to the latest grocery market share figures from Kantar Worldpanel.

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Tesco has reversed its recent decline and increased its market share for the first time since May. Its performance was boosted by a Clubcard initiative to give shoppers extra coupons.

However, its market share of 30.6% is flat when compared to the same month last year.

Morrisons, which previously saw its market share increase each month since the end of 2007, has seen it slip from 12.1% to 12%.

Edward Garner, communications director at Kantar Worldpanel says Morrisons must focus on building basket size to maintain its performance.

Sainsbury’s, which recently relaunched its premium Taste The Difference range, increased its market share from 16.1% a year ago to 16.4%. It marks Sainsbury’s 22nd consecutive month of increasing market share.

Asda’s relaunch of its own brand food range has buoyed its market share, which has stabilised at 17.0%, following several months of decline.

Waitrose looks set to continue to benefit as shoppers trade up for the Christmas period, increasing its market share from 3.9% last year to 4.1%.

Market Share for the 12 weeks to 28 Nov 2010

Tesco: 30.7%
Asda: 17%
Sainsbury’s: 16.4%
Morrisons: 12%
The Co-operative Group: 6.7%
Somerfield: 0.3%
Waitrose: 4.1%
Iceland: 1.8%
Aldi: 3.1%
Lidl: 2.4%
Netto: 0.7%
Farm Foods: 0.6%
Other multiples: 2.1%

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