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Written by Kantar   
16 Dec 2010
The latest grocery figures from Kantar Worldpanel, published today for the 12 weeks ending 28 November 2010 show that the race for the Christmas prize is hotting up with a couple of major changes from the trends we have seen throughout this year.

Tesco has moved into positive territory for the first time since May, increasing its market share from 30.6% in November 2009 to 30.7% this period.

The recent Clubcard initiative to give shoppers extra coupons has provided additional incentives for consumers this month.

In a significant shift away from recent trends Morrisons’ market share has slipped from 12.1% to 12.0%.  This is the first time this has happened since the end of 2007 and signals an end to the growth in shopper numbers following the acquisition of Somerfield stores.  

Edward Garner, Communications Director at Kantar Worldpanel, comments: “Going forward Morrisons will have to focus on building basket size to sustain its performance. The current promotion where shoppers collect five till slips worth over £40 to qualify for a £30 payback is designed to address this.”

Both Asda and Sainsbury’s have relaunched their premium ranges in time for Christmas. Asda’s share has stabilised for the first time this year, at 17.0%, following a series of small losses, but the star performer amongst the top four is, once again, Sainsbury’s.  

Its share has increased from 16.1% a year ago to 16.4% and this is the 22nd report in this series to show a year-on-year share increase.

Edward Garner continues: “Our predictions for a premium Christmas remain on-track as Waitrose strongly out-performs the market once again, increasing its share from 3.9% for the same period last year to 4.1% this year.

By contrast, the Discounters and Iceland market shares remain unchanged, perhaps showing consumers reluctance to scrimp on food in the run up to the festive period.”

The Somerfield presence is now negligible, leaving The Co-operative as a clear fifth in the retailer standings, with a 6.7% market share.

An update on inflation
Grocery inflation has fallen this period and the figure for the 12 week ending period 28 November 2010 is 2.8 %*.  According to Kantar Worldpanel lower inflation in the fruit and dairy sectors is helping to counteract recent alarmist predictions of increasing food price inflation.

*This figure is based on over 75,000 identical products compared year-on-year in the proportions purchased by British shoppers and therefore represents the most authoritative figure currently available.  It is a ‘pure’ inflation measure in that shopping behaviour is held constant between the two comparison periods – shoppers are likely to achieve a lower personal inflation rate if they trade down or seek out more offers.


The latest grocery share figures and comparative data for the last three years are available as an app for the iPhone. To download Kantar Worldpanel’s free ‘Grocer Share’ app please visit the Apple iTunes Store.

To view the video commentary from Edward Garner or to get further information please visit and select ‘Insights’ or follow Edward Garner on Twitter here.  

These findings are based on Kantar Worldpanel data for the 12 weeks to 28 November 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, Kantar will only support data that is published in the context we have presented it and our own interpretation of these findings.

We cannot be held responsible for any other interpretation of these findings.

About Kantar:
For further information, please visit us at

7 December 2010

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