Sainsbury’s continues to outperform big four rivals

Sainsbury’s is continuing to outpace its rivals and was the only one of the big four supermarkets to grow its share of the market in the latest quarter, according to a report. 

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Kantar data shows Sainsbury’s slice of the supermarket grew to 16.5 per cent in the three months to 18 August, up from 16.4 per cent in the same period last year. Sales grew 4.9 per cent year on year, above the 3.9 per cent rate of inflation, Kantar says.

Its three main rivals – Tesco, Asda and Morrisons – all lost share in the period to budget brands such as Lidl and Aldi and high-end rivals such as Waitrose, Kantar says. Tesco, Asda and Morrisons enjoyed increased sales in the period by 2, 2.1 and 1.8 per cent respectively but growth fell behind the rate of inflation, the research firm adds.

Sainsbury’s stepped up its attack on Tesco’s price matching scheme ‘Price Promise’ in the period. It launched a campaign trumpeting the transparency of its own “Brand Match” scheme last month that claimed it makes fairer and clearer price comparisons than Tesco. It has also been running a separate press campaign highlighting its value message.

Separate data released today (28 August) by Nielsen shows Sainsbury’s sales up 5.1 per cent in the 12 weeks to 17 August. Nielsen, however, says the supermarket’s share was flat at 15.7 per cent.

Nielsen also finds Sainsbury’s outperforming Tesco, Asda and Morrisons in share and sales growth but trailing Waitrose, Lidl and Aldi.

Read Marketing Week’s feature on the strategy behind Sainsbury’s success here

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