Morrisons has continued to boost its share of the UK grocery market, with sales for January up a record 11 per cent on the same period last year, according to the latest grocery market share data released earlier this week.
The retailer’s market share for the 12 weeks ending January 27 stands at 11.5 per cent – up from 11 per cent a year ago – making it the highest growth of all the retailers measured by TNS Worldpanel.
Edward Garner, director of research at TNS, commented: “This growth is the highest for any of the retailers measured.”
“The relaunch advertising, featuring Lulu and Alan Hansen amongst others, together with strong promotions, has certainly borne fruit .”
He added that the overall grocery market “continued to shrug off signs of downturn seen elsewhere in the economy”, with the sector delivering 6 per cent year-on-year growth for the period.
The other ‘big four’ supermarket groups’ also reported sales growth in line with Morrisons’ increase.
“Tesco, Asda and Sainsbury ’s effectively match this growth rate so their shares are largely unaltered,” Garner said.
“Aldi, Lidl and Iceland post strong growth ahead of the market, but then so does Waitrose, indicating that both ends of the perceived price spectrum are continuing their robust performance.”
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