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The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 2 September, show the grocery market growing at 3.3%. This is above the Kantar Worldpanel inflation measure of 2.9%*.
Edward Garner, director at Kantar Worldpanel, explains:
“Despite ongoing pressures, things seem to be looking up in the grocery market and shoppers are not having to trade down to the same extent as they have done over the past year.”
Among the big four, Tesco’s share has dropped from 30.9% a year ago to 30.8% – a relatively small decline compared with most of 2012 and evidence of some success in its fight-back. Although Asda outperforms the market with growth of 4.5%, this is now easing back as the effect of the Netto acquisition falls out of the year-on-year comparisons.
Edward continues:
“Sainsbury’s maintains its robust run and beats the market with 3.8% growth. This is part of a longer-term trend which has seen the retailer continue to grow its share for the past nine years. The high-profile Paralympics sponsorship will no doubt provide further support but this won’t be fully seen in the figures until next month.”
“The pressure on Morrisons continues with its share slipping from 11.7% a year ago to 11.5%. However, this is to some extent inevitable, as the retailer presently offers no online ordering and currently only a small number of ‘M Local’ convenience outlets – two areas which are currently major contributors to the growth of its three main competitors.
“Outside of the big four, Aldi continues to be the star performer and holds on to its all-time record share with growth of 26.6%. This is driven mainly by dramatic growth in spend levels of existing customers - up 36% over the past two years - rather than an increased number of shoppers.”
At the same time, we continue to see the diverse nature of households and their shopping habits through Waitrose’s performance. The retailer holds on to its all-time record share of 4.6% and outperforms the market once again with growth of 7.8%.
An update on inflation
Grocery inflation stands at 2.9%* for the 12 week period ending 2 September 2012. This continues the downward trend from the recent peak of 6.2% for November 2011. However, this measure may have bottomed-out with poor grain harvests driving inflationary spikes going forward.
*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 2 September 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
Please visit www.kantar.com for more information
About Kantar Worldpanel
For further information, please visit www.kantarworldpanel.com
11 September 2012
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