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UK Insights

Average household spend for the big four supermarkets drops

Ed Garner

Director

Shoppers 01.06.2016 / 08:00


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As Lidl and Aldi remain Britain's fastest growing retailers

The latest grocery share figures from Kantar Worldpanel, published for the 12 weeks ending 22 May 2016, shows average household spend for the big four has dropped by 2.9%, as consumers’ spend is increasingly being shared with the discounters and Waitrose, the Co-operative and Iceland.

However, while the big four are struggling to keep their market share what’s clear is that consumers aren’t flocking away from their stores – their combined shopper numbers have dropped only 0.2% in the latest 12 weeks. In fact, 94% of Aldi and Lidl shoppers still visit at least one of the four major retailers every four weeks.

The big four continue to be under pressure with sales declining at each retailer this period. Tesco saw signs of stabilising in comparison to historic declines over the past two years, showing the smallest drop in sales of 1.0%. Sainsbury’s 1.2% sales decline – which has led to a drop in its market share to 16.2% – has been driven by a decline in pack sales, which is the short-term result of shifting its promotional emphasis from multi-pack deals to straightforward price cuts. Asda’s low-price positioning continues to feel the targeted effect of Aldi and Lidl’s growth – sales fell 5.1% on last year giving it a 15.8% share of the market, while Morrisons continues to be affected by store disposals.

Lidl and Aldi remain the fastest growing retailers – up 14.2% and 11.4% respectively. This is not just about low prices – coupled with Waitrose’s strong performance this period the discounters are contributing to premiumisation. Aldi’s premium own label Specially Selected has grown by 15% while Lidl’s Deluxe range has grown by an impressive 65%.

Waitrose has achieved a record share of the grocery market of 5.3%, growing sales by 2.1%. The Co-operative has continued its recent strong run, posting sales growth of 3.3% for the second period in a row to achieve a market share of 6.3%.

Source : Kantar Worldpanel


Editor's Notes

These findings are based on Kantar Worldpanel data for the 12 weeks to 22 May 2016.  Kantar Worldpanel monitors the household grocery purchasing habits of 30,000 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.

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