Asda Suffers Fifth Consecutive Fall In Market Share

Thu, 27 May 2010

 
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Asda has continued to lose ground on its rivals with new figures showing that the retailer’s share of the UK grocery market fell for the fifth month in a row.

According to the latest grocery sector data from market researchers Kantar Woldpanel, the supermarket chain saw its share of the market drop from 16.9 per cent to 16.8 per cent over the 12 weeks to May 16.

In comparison, Sainsburys grew its share of the UK grocery market from 16.1 per cent to 16.3 per cent, while Morrisons share rose by 0.3 per cent to 11.8 per cent. Tesco held on to its market share of 30.6 per cent.

Last week Asda revealed its first fall in sales since 2006, reporting a 0.3 per cent drop in like-for-like revenues for the first quarter of 2010.

Edward Garner, communications director at Kantar Worldpanel, said Asda's focus on value may be working in favour of its major rivals, with the latest figures showing that British consumers are continuing to shop at the "premium end of the market" as the economic climate improves.

He added: "As Andy Clarke takes the helm there has been much speculation about what the new chief executive will do to turn around Asda's fortunes."

"We expect him to focus on restoring the clarity of its Every Day Low Prices (promotion), as well as reviewing the implementation of range rationalisation."