The latest grocery market share figures from Kantar Worldpanel (formerly TNS Worldpanel) for the 12 weeks ending 21 February 2010, show that the battle between Tesco and Asda is hotting up.
As anticipated, Tesco is at the forefront of the fight for the shopper’s pound and has reaped the rewards of its national Clubcard campaign and double points scheme with a share increase from 30.1% to 30.4%. Unsurprisingly this has put the pressure on Asda which records a 0.2% drop in market share this month.
Ed Garner, Communications Director at Kantar Worldpanel, who spoke at last week's NFU Conference explains, “The post-Christmas period is traditionally characterised by price wars but this year we’re seeing a step-up in marketing activities such as loyalty schemes and coupons to attract consumers’ share of wallet. Tesco has undoubtedly turned up the heat for Asda this month but the battle is by no means over. Asda has reacted strongly with a major coupon scheme of its own and we expect to see the impact of this latest consumer onslaught in next month’s figures”.
Despite strong competition from Tesco and Asda, Sainsbury’s continues to perform ahead of the market and has grown share for the twelfth successive period in this series of reports. Morrisons has also posted another strong performance this month boosted by its store acquisition on the back of the Co-operative’s assimilation of Somerfield.
Following its pre-Christmas £200m package of price cuts and promotions to support the takeover, the Co-operative has recorded the strongest growth this period with a year-on-year growth of 16.3%. This growth is just ahead of another sparkling performance from Waitrose which has posted a 15.5% year-on-year growth this month and lifted its market share to an all-time record of 4.3%.
Conversely, the discounters continue to languish well behind the market with both Lidl and Aldi experiencing loss of market share. Their reversal of fortune, with market share back to a pre-recession level, can partly be attributed to increased price competition from the major retailers. In particular, Asda’s low-cost offering has been highly publicised in recent months as it woos back the value-hungry who migrated to the Discounters when the recession hit. Additionally the weakness of sterling continues to threaten some of the pricing in the German-based retailers and consumers are once again starting to shop there more selectively.
Total Till Roll
Great Britain Consumer Spend
| |
12 Weeks to 22 February 2009 |
12 Weeks to 21 February 2010 |
change |
| |
£000s |
% * |
£000s |
% * |
% |
| Total Till Roll |
31,369,450 |
|
32,698,000 |
|
4.2 |
| Total Grocers |
22,267,610 |
100.00% |
23,375,680 |
100.00% |
5 |
| Total Multiples |
21,743,850 |
97.60% |
22,848,500 |
97.70% |
5.1 |
| Tesco |
6,709,669 |
30.10% |
7,102,289 |
30.40% |
5.9 |
| Asda |
3,827,675 |
17.20% |
3,973,853 |
17.00% |
3.8 |
| Sainsbury's |
3,596,800 |
16.20% |
3,799,974 |
16.30% |
5.6 |
| Morrisons |
2,609,140 |
11.70% |
2,865,051 |
12.30% |
9.8 |
| Co-operative |
1,137,972 |
5.10% |
1,323,593 |
5.70% |
16.3 |
| Somerfield |
724,733 |
3.30% |
396,223 |
1.70% |
-45.3 |
| Waitrose |
861,835 |
3.90% |
995,300 |
4.30% |
15.5 |
| Iceland |
432,914 |
1.90% |
458,996 |
2.00% |
6 |
| Aldi |
641,166 |
2.90% |
657,366 |
2.80% |
2.5 |
| Lidl |
513,291 |
2.30% |
520,455 |
2.20% |
1.4 |
| Netto |
159,452 |
0.70% |
161,342 |
0.70% |
1.2 |
| Farm Foods |
111,104 |
0.50% |
119,472 |
0.50% |
7.5 |
| Other Multiples |
418,098 |
1.90% |
474,589 |
2.00% |
13.5 |
| Symbols & Independents |
523,759 |
2.40% |
527,176 |
2.30% |
0.7 |
These findings are based on Kantar Worldpanel data for the 12 weeks to 21 February 2010. Kantar Worldpanel monitors the household grocery purchasing habits of 25,000 demographically representative households in Great Britain. All data discussed in the above announcement is based on the value of items being bought by these consumers
With thanks to Namnews www.kamcity.com
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