Strongest growth in over a decade for Sainsbury’s
Sainsbury’s delivered its largest market share gain in over a decade last month, taking an additional 0.4 percentage points to reach 15.6%. The last time it made a jump of this size was in March 2013.
According to the latest data from Kantar, its growth was driven by the continued success of its own-label offer, with sales of its popular ‘Taste the Difference’ range up by 23% year-on-year.
Tesco also had a strong performance to increase its market share to 27.5% following a growth in sales of 8.6%, marking the fifth month in a row that the retailer has made gains.
Fraser McKevitt, head of retail and consumer insights at Kantar said Sainsbury’s premium products have featured prominently in the retailer’s Christmas TV spot this year.
“Our testing showed its lead TV ad is one of the top performers for potential short-term sales impact. We’ll be keeping a close eye on the numbers next month to see how this translates at the tills,” said Fraser McKevitt.
Lidl is again the fastest growing grocer, boosting sales by 14.2% over the 12 weeks to 26th November to take a record high share of 7.8%. Sales at Asda were up by 2.6% and now has 13.4% of the market. Co-op’s share stands at 5.8%, while frozen specialist Iceland saw an increase in sales of 3.0%.
Grocery inflation now stands at 9.6% for the 12-week period ending 26th November 2023, with prices rising fastest in markets such as eggs, sugar, confectionery and frozen potato products.
