Sainsburys overtakes Asda in Christmas sales

For the first time in ten years, Sainsburys has pipped Asda to second place in the Christmas sales.
Sainsbury’s year-on-year sales growth accelerated from 1.8 per cent in the 12 weeks to December 8th, to 6.7 per cent in the following four weeks, according to Kantar.
This increase in sales gave the supermarket giant a 17.7 per cent market share, ahead of Asda’s 17.5 per cent, but Sainsbury’s still found itself behind market leader Tesco.
The four-week data shows Tesco’s and Morrisons’ sales dropped by 0.3 and 2.9 per cent respectively.
Across the 12-week period, the ‘big four’ supermarkets’ share of spending on groceries dropped during the festive period, as Aldi and Lidl continued to attract new British shoppers. The rise of these discount chains, along with a growing tendency to shop in convenience stores and online, has put pressure on the leading supermarkets.
Edward Garner, director at Kantar Worldpanel, said: “Among the big four, only Sainsbury’s was able to resist the relentless pressure from the discounters and Waitrose .”