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The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 15 May 2011, show that the grocery market has bounced back.
Edward Garner, Communications Director at Kantar Worldpanel, explains:
“The market has seen a boost this period, now growing at a far more respectable rate of 4.8% compared to the lacklustre performance we saw in March of 2.6%.
“In the four weeks leading up to 15 May the year-on-year grocery growth rate actually rose to a remarkable 7.8%, bolstered largely by Easter shopping, the good weather and, of course, the Royal Wedding.”
There is further evidence this month of ‘two nations’ developing when it comes to consumer spending, with both the discounters and Waitrose showing strong growth. Aldi and Lidl both continued to power ahead with double-digit growth with Aldi achieving an all-time record share of 3.4% compared with 3.1% a year ago and Lidl holding on to a 2.6% share, equalling the record Kantar Worldpanel reported last month.
With a strong growth rate of 8.8% Waitrose continues to impress, increasing its share from 4.1% over the same period last year to 4.3%, suggesting some consumers are not simply chasing low price.
With speculation rife over potential bids for Iceland the retailer posted strong sales growth of 5.7% and maintained its 1.9% market share.
Edward Garner, Communications Director at Kantar Worldpanel, comments:
“A rising tide lifts all boats and the top retailers performed well this month buoyed by the lifted market growth rate. Both Tesco and Morrisons increased their market share to 30.7% and 11.9% respectively, while Sainsbury’s share remained static at 16.3%.”
Asda has felt the pressure slightly this period, posting growth behind the market at 3.5% and dropping market share to 16.6% compared with 16.8% last year.
The Co-operative’s share (including Somerfield) has decreased from 7.4% a year ago to 6.8%. However, this is not a reflection of like-for-like performance as the OFT-directed store sales are still affecting the figures.
An update on inflation
Grocery inflation stands at 4.4%* for the 12 period week ending 15 May 2011. This is a marginal increase on the 4.3% reported last period. However, it remains Kantar Worldpanel’s view that grocery inflation will not exceed 5% this year and will persist at similar levels.
*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 from Kantar Worldpanel, published today for the 12 weeks ending 15 May 2011,
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 www.kantarworldpanel.com and select ‘Insights’.
Follow us on Twitter at http://twitter.com/#!/KWP_UK and join the debate #kwpmarketshare.
These findings are based on Kantar Worldpanel data for the 12 weeks to 17 April 2011. 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 Worldpanel
For further information, please visit us at www.kantarworldpanel.com
Follow us on Twitter http://twitter.com/#!/KWP_UK
About Kantar
For further information, please visit us at www.kantar.com
24 May 2011
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