Grocery share figures from Kantar Worldpanel, for the 12 weeks
ending 17 August 2014, show Aldi and Lidl have maintained their
record shares of 4.8% and 3.6% respectively, mainly thanks to some
53% of households in Great Britain shopping at either outlet over
the past 12 weeks.
The data also shows that grocery price inflation has fallen for
the eleventh consecutive period, standing at just 0.2% - the
lowest level since October 2006, when Kantar Worldpanel began this
Competitive pricing among the big grocers and deflation in the
price of staple items such as vegetables, milk and bread has driven
inflation down yet again. This naturally impacts on the
overall growth of the grocery market, which has fallen to a 10 year
record-low of 0.8%.
Despite tough market conditions Asda, Waitrose and Farm Foods
have all performed ahead of the market in terms of growth, with
both Asda and Waitrose boosting market share to 17.2% and 4.9%
respectively compared with the same period last year.
Asda and Waitrose have achieved growth with differing
strategies. Asda has pushed its "Price Lock" strategy to keep
prices on everyday essential items low, while Waitrose is running
competitive offers on home delivery alongside offers for myWaitrose
card users allied to its overall quality and provenance
With the exception of Asda, the big four are feeling the squeeze
as Tesco and Morrisons shares remain under pressure, while
Sainsbury's has suffered a small drop in share from 16.5% to 16.4%
as its sales growth lags behind the market at 0.3%.
Source : Kantar Worldpanel