Morrisons has returned to growth for the first time in 2013, according to the latest data from Kantar Worldpanel.
The supermarket chain posted sales growth of 1.2% in the 12 weeks to 12 May. This was against flat sales of 0.3% last month, -1% in March and -1.3% in February.
However, its market share during the period continued to fall – down from 11.9% last year to 11.6%.
“With its plans for online and accelerated convenience store coverage now in place, the retailer will hope that successful implementation will return it to share growth,” said Kantar Worldpanel director Ed Garner.
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Aldi continued its strong run, reporting its highest ever market share of 3.5%, up from 2.8% on a year ago, and sales growth of 31.5%.
Other strong performers were Waitrose (+12%), Lidl (+8.9%) and Sainsbury’s (+5.6%).
Tesco, meanwhile, posted sales growth of 1.7%, and its market share fell from 30.8% a year ago to 30.2%. Market share also dropped at Asda – from 17.4% to 17.2%.
“The success of Aldi, Lidl and Waitrose are clear examples of how shopper habits are divided across the country,” Garner said.
“This market polarisation also continues to pile the pressure on the big four grocers, with only Sainsbury’s beating the market and growing its market share this period.”
Date: May 21, 2013