Once again, Aldi and Lidl have continued to dominate market share, while market growth hit its lowest level in 11 years.
Figures from Kantar Worldpanel, for the 12 weeks ending 27 April 2014, revealed British grocery market growth at 1.9%, due to intensifying price competition among the supermarkets.
Waitrose, Aldi and Lidl all achieved new record shares during this period with 5.1%, 4.7% and 3.5% respectively. Aldi saw a sales growth rate of 36.1% – an all-time record for the retailer – while Lidl’s 20.9% growth is its highest since August 2004.
Among the big four, Asda has proved the most resilient, holding its 17.3% market share and narrowly beating the market with 2% year-on-year growth.
Tesco saw a 2.4% decrease in market share to 28.7%; Sainsbury’s recorded a market share of 16.6%, down 0.3%; and Morrisons fell to 11%. Additionally, The Co-operative saw market share fall 0.1% to 5.1%.
Edward Garner, director at Kantar Worldpanel, said: “There are clear signs that the major supermarkets are reviewing their strategies in the face of increasing competition. We’re now seeing the big four moving away from ‘here today, gone tomorrow’ promotions and towards everyday low prices – with Tesco, Morrisons and Asda all announcing price cuts this month."
Garner added that the proportion of sales on promotion currently stands at 45% among the big four. By contrast, he said, the figure at Aldi is 3%.