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The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 15 April 2012, show the market growing at 5.0%. This is the highest level of growth since January 2010 but is mainly fuelled by food price inflation rather than real volume increases.
Edward Garner, director at Kantar Worldpanel, explains:
“The discounters and Waitrose are outperforming the middle ground as shoppers polarise their spend. To this effect, Aldi and Lidl continue their strong run and both achieve record shares this period. Iceland’s growth rate of 9.1% is also racing ahead of the market – further proof that consumers are convinced by strong value-for-money messages.
“Waitrose sees no slowdown in its growth as some households refuse to let economic pressures affect their food purchasing. This may also be a result of cutbacks on eating out which have meant that some shoppers are willing to spend more money on bringing the dining out experience into the home. The continued growth of premium own-labels, particularly Tesco Finest and Sainsbury’s Taste the Difference, is further evidence of this behaviour.”
Among the big four, Asda has the strongest growth which includes the benefit of its Netto conversions. This is followed by Sainsbury’s with growth just ahead of the market at 5.4%. Both Tesco and Morrisons lag behind the market and their shares drop by 0.2 points compared with last year. However, in the case of Tesco, this is less than the declines seen earlier this year.
An update on inflation
Grocery inflation stands at 5.5%* for the 12 week period ending 15 April 2012. This is unchanged from the two previous reports. This remains above the market growth of 5.0% this period and means that households are still trying to rein in grocery spending by managing down their ‘personal 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 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 15 April 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 us at www.kantarworldpanel.com .
About Kantar
For further information, please visit us at www.kantar.com
24 April 2012
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