Jubilee boosts supermarket tills by £213m

Jubilee celebrations across the nation boosted supermarket takings by over £200m in run-up compared to the same week last year, according to Kantar Worldpanel’s latest supermarket share data.

Sainsbury's Jubilee

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.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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