Market Share Boost For Morrisons

Thu, 13 Dec 2007

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Morrisons' has revealed strong performance for the year, lifting its market share to 11.3 per cent, up from 11.1 per cent a year ago.

Latest figures from TNS Worldpanel found that the supermarket’s sales growth of 7 per cent year-on-year surpasses rival outlets’ sales figures in the current period.

Edward Garner, director of research at TNS Worldpanel, said the growth was driven by the retailer’s new branding and advertising campaign .

"This is the first increase for the 12-weekly Morrisons share (including Safeway) since mid-2002 and shows that the ongoing re-launch and new advertising are starting to bear fruit," he commented.

The overall market continued its upbeat performance in the run-up to Christmas with year-on-year growth of 5 per cent.

The UK’s top three supermarket chains – Tesco, Asda and Sainsbury's - continued to grow ahead of the market, with an increase of 5.9 per cent, 5.4 per cent and 5.2 per cent respectively.

Additionally the discounters also maintained the strong record of growth they have established this year with Aldi, Lidl and Netto delivering near record growth levels of 6.9 per cent, 7.4 per cent and 5.9 per cent respectively.

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