Morrisons has increased its share of the UK grocery sector to a record high of 12.1 per cent in the three months to November 29, according to latest figures from TNS Worldpanel .
The data shows that Britain’s fourth-largest supermarket chain grew its share by 0.4 per cent over the last 12 months – nearly twice the growth rate of the rest of the market.
Rivals Asda and Sainsburys also grew their market share to 17 per cent and 16.1 per cent respectively, while Tescos share was held at 30.6 per cent, with Q3 sales figures still lagging behind competitors.
Upmarket chain Waitrose performed well during the quarter, managing to increase its share from 3.6 per cent to 3.9 per cent.
TNS said that the latest quarterly figures indicate that customers are returning to premium products and cutting back on bargain hunting during the recession.
Edward Garner, communications director at TNS Worldpanel, commented: “The market is seeing several signs that indicate that an end to the recessionary buying behaviour that has characterised the last year is imminent.”
“Premium ranges are in growth and shoppers are under less pressure to trade down than they have been in a long time, while the ‘hard discounters’, who were growing at a record rate last year this time, have stagnated.”
