Asda records all-time record market share growth

Asdas low price marketing has helped the supermarket become the fastest grower in grocery market share, according to latest figures from TNS Worldpanel.

Asda’s low price marketing has helped the supermarket become the fastest grower in grocery market share, according to latest figures from TNS Worldpanel.

The supermarket’s market share grew by 8.8% in the 12 weeks to February 22, compared to the same period last year, leading to an all-time record share for Asda in any 12 week period of 17.3%.

Morrisons was the second biggest grower, rising 8.2% to lift its share to 11.6%. Grocery sales overall grew by 6.4%, just below the sector’s price inflation of 8.4%, due to customers trading down to cheaper retailers and cheaper brands within supermarket ranges.

Sainsbury’s growth of 5.7% to 16.3% was slightly below the total for the sector due to self-imposed price deflation as its pricing becomes more aggressive with Switch & Save and the growth of the Basics range, while pressure on Tesco’s market share, which grew by just 5% is continuing, although it is still well ahead of its rivals at 30.3% of the market.

Discounters Aldi, Lidl, and Netto are continuing their recession success with combined share lifting from 5.5% a year ago to 6.0%, while freezer stores such as Iceland and Farm Foods are benefiting from both a low-price reputation and a surge in the frozen food category.

Waitrose grew its share by 2.4% compared to last year to a total 3.9% of market share, down from 4% last year.

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