...with 10% more shoppers than a year ago
The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 25 November, show the grocery market growing at 3.2%.
Although this is in line with the average over the past eight months, it is below the 3.5%* inflation figure with tight household budgets meaning that shoppers are reluctant to trade up and careful not to spend more than strictly necessary.
Edward Garner, director at Kantar Worldpanel, comments:
“The strong performances from Waitrose, Iceland, Aldi and Lidl continue to be a key feature of the grocery market. In particular, the advance of Aldi continues unabated and its 27.3% growth is being built on a solid foundation with 10% more shoppers than a year ago and 17% growth in the value of each shopping basket.”
Aldi intends to open another 40 stores in 2013 which will bring its total to over 500 outlets. Some of these will be smaller high street stores, which will help the retailer to become more competitive in the convenience market and is likely to cement its success further.
“Sainsbury’s is once again the top performer of the big four and has beaten the market with year-on-year growth of 4.7%. While the other big three retailers all experience share losses, it has managed to lift its share from 16.7% last year to 16.9% now.
“These share losses are particularly acute for Morrisons which has experienced a sales decline of 1.1%, bringing its share down from 12.3% a year ago to 11.7% now. The online grocery channel is currently growing at nearly 20% per annum, and Morrisons’ absence from this channel will be holding it back. However, it is expected that online wine sales via Morrisons Cellar will make a start on addressing this.”
An update on inflation
Grocery inflation stands at 3.5%* for the 12 week period ending 25 November 2012. This is an increase on the 3.0% we reported last period and the recent low of 2.6% for September, and is largely driven by increases in Fresh Foods and Alcohol.
*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 number of households in the Kantar Worldpanel sample has increased by 20% to 30,000 – making it one of the largest continuous panels of its kind in the world. As part of this process, the monthly supermarket share data has been updated to reflect the panel changes, which come into effect from March 2012. Changes to retailer shares, as a result of the increased panel size, are marginal and do not impact reported performance.
Period-on-period changes will not be affected as the historical data has been reworked to maintain consistency.
Please also note, as part of this updating process, there has been a reduction in the stated Aldi turnover and market share to bring it in line with the outlet’s own reported performance. The strong period-on-period growth trend of the outlet remains unaffected.
For all publicly-quoted Worldpanel data, users of our research (including media) must ensure that data is now sourced Kantar Worldpanel.
These findings are based on Kantar Worldpanel data for the 12 weeks to 25 November 2012. 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, 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 Worldpanel
For further information, please visit www.kantarworldpanel.com
4 December 2012