Overall market growth was at just 1.7% for the 12 week period between March and May 25 with the likes of leading supermarkets Tesco, Sainsbury’s and Morrisons all being hit by declines, meanwhile Lidl and Aldi continue to advance ahead of the market.
Out of the big four Asda has proved most consistent, managing unprecedented growth year-on-year while Waitrose has maintained its record share of the market at 5.1%.
Edward Garner, director at Kantar Worldpanel said: “Despite the wider market slowing, Lidl achieved a record share of 3.6% this period, accelerating with its highest ever year-on-year growth of 22.7%. Similarly, Aldi has gained 35.9% and retains its record 4.7% share reached last period.
“At Waitrose, managing director Mark Price’s tactic of being “everything that the discounters aren’t” seems to have paid off for the retailer. By differentiating its offer, Waitrose has maintained its all-time record share of 5.1% secured last period. Meanwhile, Asda surpassed its rivals with a market-beating growth of 2.4%, lifting market share to 17.1%, compared with 17.0% a year ago. Asda is the only large grocer to grow share year-on-year”.
Between the smaller retailers Iceland’s growth rate has dropped back to average market levels with its share remaining at 2.0%, whereas Farmfoods is mirroring the likes of Aldi and Lidl, growing sales by 27.1%.