Waitrose outperforms market, as Aldi takes more share

22 October, 2013

Waitrose has seen a 7.6% uplift in sales year-on-year, according to the latest data from Kantar Worldpanel, with Aldi posting another record increase in market share.

The figures, published today for the 12 weeks ending 13 October 2013, show that Sainsbury’s and Waitrose have outperformed the market with growth of 3.7% and 7.6% respectively.

Aldi reported a 3.8% share of the grocery market - up from 3% for the comparable period last year - with year-on-year sales growth of 31.7%.

Tesco, Asda and Morrisons have all recorded growth behind the 3% market average, which officials have blamed on “the polarisation of the grocery market”.

Iceland’s share is static at 2%, despite growth dipping below the market average. A statement released by Kantar suggested that the supermarket’s position is likely to strengthen in the run-up to Christmas, due to its frozen party food offering.

Edward Garner, director at Kantar Worldpanel, said: “Aldi’s year-on-year growth rate of 31.7% is the latest in an unbroken series of double-digit growth figures that date back to early 2011. The retailer has done a particularly good job in conveying its competitive pricing message through its ‘Like Brands Only Cheaper’ and subsequent ‘Swap and Save’ campaigns – both of which have given the supermarket a clear point of difference.

“Lidl’s growth of 13.1% is somewhat overshadowed by Aldi’s performance, but it nevertheless keeps up a strong run. The combined discounter share of 6.8% continues to grow and has remained above that of The Co-operative since March this year.”

Grocery inflation remains at 4.2% for the 12-week period ending 13 October 2013.





My Account

Spotlight

Most read

Social