Big Four face slowdown as discounters prosper

Morrisons is the only one of the Big Four supermarkets to grow its market share in the last three months, while discounters continue to outperform the rest of the sector, according to Kantar Worldpanel’s latest grocery share figures.

Tesco, Asda and Sainsbury’s are still experiencing a slowdown in growth while discounters Lidl and Aldi are reporting record market shares.

Morrisons reported year on year growth of 4.6% and increased its market share to 11.7% from 11.6%, for the three months to 7 August.

Tesco’s market share fell to 30.5% from 30.8% a year ago.

Asda’s market share fell to 17.1% of the market down from 17.6% a year ago, despite the acquisition of the Netto business.

Sainsbury’s reported 3.6% growth, in line with the total grocery market which is growing at 3.8%. Its market share remained flat at 16.%.

Aldi posted growth of 24.4% to reach a 3.6% share of the market while Lidl’s share increased 13.8% to 2.5% share.

Upmarket grocer Waitrose has maintained growth of 8.3% – over double the market growth – to reach 4.3% of the market.

The “two nations’ trend is replicated in own brand ranges with budget labels reporting only 2% growth while premium ranges are growing at over 8%.

Edward Garner, cirector at Kantar Worldpanel, explains: “It is evident that shoppers are trying to manage their ’personal’ inflation by trading down. This can be done by seeking out lower priced outlets and cheaper alternative products. It’s therefore unsurprising that the discounters have pushed further ahead this month.”

“While the discounters are prospering we are not seeing the shift towards consumers buying more own-label products that might be expected from cost cutting,” he says.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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