Sales jumped by 11.3% across the supermarkets during the last week of May leading up to the bumper Jubilee double bank holiday weekend, meaning there was an extra £213m in tills.
Despite the celebratory boost, the largest supermarket by share Tesco, and the 4th largest of the big four Morrisons, both recorded a 0.4% dip in market share compared to the same period in 2010.
However, the third largest supermarket Sainsbury’s can thank it’s Brand Match marketing for a strengthening of its share by 0.2% to 16.6%, say the analysts.
It also credits Asda’s Price Guarantee messaging for the second largest supermarket’s ability to hold on to 17.2% of the market.
Meanwhile, the relative success of brands at the top and bottom end of the grocery retailer markets at maintaining customer loyalty and increasing their spend continues, with Waitrose, Aldi and Lidl holding on to record shares of 4.6% and 2.8% respectively.
Iceland is also doing well and managing to capitalise on a resurging frozen food market. The economic climate has led to frozen food becoming the fastest growing grocery sector, and Iceland is growing at nearly twice the market average, lifting sales by 6.3% over the period, according to Kantar.
Kantar welcomes the drop in grocery inflation from 5.1% during the last period to 4.4% this period, but says it is still above market growth which means households are trying to cap spending by “managing down their personal inflation.”
The remarkable growth rate recorded over the Jubilee is a sign of what’s to come during the Olympics when we expect grocery sales to soar, ” says Kantar Worldpanel director Edward Garner. “Competition is likely to be fierce with fortunes now considerably different among the big four.”