Morrisons has won the Christmas battle between the major supermarkets, according to figures published by TNS Worldpanel. The retailer’s growth in market share for the 12 weeks ending December 30 is the highest for any grocery retailer in the period.
Its share has risen to 11.4% from 11.0% for the same period last year, which is its highest growth since the company’s £3bn takeover of Safeway in 2004.
Tesco, Asda and Sainsbury all show growth close to the total grocery market growth of around 5%, with only small fluctuations in market share.
TNS Worldpanel director of research Edward Garner says: “Morrisons’ relaunch advertising and a campaign of aggressive promotions have succeeded in attracting an increased number of shoppers to the stores.”
The chain underwent a £450m brand makeover last year, with ads emphasising freshness created by Delaney Lund Knox Warren. In September, former Prudential marketing director Angus MacIver was appointed to a board-level marketing role, specially created by Morrisons’ chief executive Marc Bolland.
Iceland and Aldi performed well over the period showing growth of 7.4% and 8.1% respectively.