According to newly released market research figures from Kantar Worldpanel, Sainsbury’s remains the only one of the big four supermarket with actual growth. Other major supermarkets Asda and Morrisons were crowned worst performing supermarkets in the UK. Even as Tesco continued its decline in sales, the Kantar figures shows a relative improvement on last month’s figures. German discounter supermarkets Aldi and Lidl produced the strongest growth in the sector, up 15.1 per cent and 18.9 per cent respectively. The Co-operative also recorded a boost in the sales. John Lewis Partnership-owned supermarket Waitrose saw a sales increase but wasn’t enough to maintain its market share.
Sales at Tesco fell 0.8 per cent which was below the average of 0.5 per cent growth. Even though it was better than last month’s decline of 1.6 per cent for the supermarket, its market share dropped from 28.7 per cent to 28.4 per cent. Sainsbury’s recorded a total spend rising of 0.5 per cent in the 12 weeks to 28 February. Asda’s sales were down four percent leading to a decline in its market share from 17 per cent last year to 16.2 per cent as of last week. Morrisons’ sales were down 3.2 per cent which helped its market share drop from 11 per cent to 10.6 per cent. Sales went up 1.9 per cent for the Co-operative during the 12 week period. Even as sales increased by 0.2 percent for Waitrose, it wasn’t enough to maintain its market share at 5.2 per cent.
Fraser McKevitt, head of retail and consumer insight at Kantar, said: “Tesco’s positive run continues as its overall sales fell by 0.8 per cent – halving last month’s decline of 1.6 per cent. A renewed focus on price promotions has helped stem the flow of shoppers leaving the retailer despite the closure of around 50 stores in the last year. Morrisons is also operating fewer stores than last year which continues to contribute to its falling sales – this month down by 3.2 per cent with market share dipping to 10.6 per cent. Online, Morrisons’ sales are growing strongly, a trend set to continue in the coming months as the retailer converts more existing in-store shoppers to its e-commerce channel.