Written by Kantar
Premium retailers surge ahead while the discounters benefit from value seekers
The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 23 January 2011 show an emerging counter trend this period with strong performances at both ends of the value spectrum.
Within the big four retailers, Sainsbury’s has had a strong entry into 2011 and is once again the only outlet to increase market share, from 16.3% a year ago to 16.6%. Among the other major grocery retailers Tesco and Asda have effectively matched market growth and held onto share but Morrisons has experienced a slight dip this period from 12.5% to 12.4%.
However, it should be acknowledged that it is faced with strong year-on-year comparatives as its 12.5% share in January 2010 was a record performance for Morrisons.
Elsewhere in the grocery market, two contrasting sectors are experiencing robust growth.
Edward Garner, Communications Director at Kantar Worldpanel, explains:
“With growth of 7.1%, Waitrose continues to benefit from strong sales at Christmas, boosted by new shoppers this year at both existing and new stores. However, with a group of shoppers tightening their purse strings and seeking value we’re also seeing a counter trend at the other end of the retail scale. Although January is not traditionally a strong period for the discounters, both Aldi and Lidl have posted near 10% growth and lifted the total discounters’ market share from 5.9% last year to 6.1% in the latest period.”
The Co-operative has lost 0.6% market share in the latest period as a result of direction by the Office of Fair Trading to sell-off some Somerfield stores. However as Somerfield has now effectively ceased to exist, going forward the market share of The Co-operative will be a more accurate reflection of its performance.
Finally, Iceland’s strong run has come to an end with year-on-year growth held at 2.1%, reflecting a flat performance for the frozen food market overall.
An update on inflation
Grocery inflation stands at 3.1%* for the 12 week ending period 23 January 2011 and is thus largely unchanged for the last six reports. Any inflationary movements in world foodstuff prices as reported by the media are effectively being held back by high levels of promotional discount.
*This figure is based on over 75,000 identical products compared year-on-year in the proportions purchased by British shoppers and therefore represents the most authoritative figure currently available. It is a ‘pure’ inflation measure in that shopping behaviour is held constant between the two comparison periods – shoppers are likely to achieve a lower personal inflation rate if they trade down or seek out more offers.
The latest grocery share figures and comparative data for the last three years are available as an app for the iPhone. To download Kantar Worldpanel’s free ‘Grocer Share’ app please visit the Apple iTunes Store.
To view the video commentary from Edward Garner or to get further information please visit www.kantarworldpanel.com and select ‘Insights’ or follow Edward Garner on Twitter here .
These findings are based on Kantar Worldpanel data for the 12 weeks to 23 January 2011. Kantar Worldpanel monitors the household grocery purchasing habits of 25,000 demographically representative households in Great Britain.
All data discussed in the above announcement is based on the value of items being bought by these consumers, Kantar will only support data that is published in the context we have presented it and our own interpretation of these findings.
We cannot be held responsible for any other interpretation of these findings.
For further information, please visit us at www.kantar.com
1 February 2011