Sainsbury’s and Morrisons eclipse budget retailers

Shoppers are taking a “more measured approach” to cutting back during the recession, according to the latest TNS grocery market share analysis.

Sainsbury's

Sainsbury’s and Morrisons have eclipsed previous rising star budget retailers Lidl and Aldi, recording a 8.9% and 9.3% rise in market share respectively in the 12 weeks to 15th June compared to the same period last year.

Aldi’s share rose by 8.7%, while Lidl grew by 7.5%. Meanwhile Asda’s growth at 8.2% and Waitrose’s 7% rise also beat the sector average growth of 6.5%.

Waitrose’s rise is a “considerable bounce” caused by the introduction and advertising of its “essentials” lower-cost range and conversions of former Somerfield and Woolworth’s stores it has acquired.

Although Tesco recorded its biggest market share gain so far this year at 6.2%, its growth is still below the market average and “under pressure”, says TNS Worldpanel director Ed Garner.

The Co-op’s share also rose by 6.2%, adjusted to take into account its Somerfield merger, which makes it the fifth largest supermarket.

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