Morrisons continues to gain customers

Morrisons, the supermarket chain, is continuing to gain ground on its rivals, growing its market share for the second sucessive quarter while Tesco’s share dips, according to figures published by TNS Worldpanel.

Morrisons has reported an 11% increase in market share for the 12 weeks to the end of February. It has grown from 11.1% a year ago to 11.6%, its highest share. Over the same period, Tesco has seen its share slip from 31.3% a year ago to 30.9% today.

Edward Garner, TNS research director, says some of the market’s “strong” advance is due to price inflation. He adds: “This factor, together with the Morrisons advance, places pressure on other retailers to keep up.”

Discount retailers Aldi and Lidl have continued to build share although Garner says most of their growth has come from former Kwik Save customers.

Morrisons has enjoyed a change in fortunes since undergoing a £450m brand makeover last year, with ads starring Denise van Outen (pictured) and Alan Hansen created by Delaney Lund Knox Warren. The supermarket bought rival Safeway in 2004.


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