Waitrose Outperforms Its Competition In Attendance In Past 12 Weeks
According to the latest Kantar grocery market share figures, Waitrose was the only physical retailer to experience sales growth in the 12 weeks leading up to July 11, 2021. Its market share was increased by 0, 3 percentage point to 5%.
The report found that despite digital shopping carts dropping 8% to an average of £ 80 per store, sales are still strong compared to pre-pandemic times. Shoppers spent £ 3 billion more on groceries than in the same period in 2019. This is attributed to the country’s return to physical stores, workplaces and restaurants over the past month. .
Fraser McKevitt, head of retail and consumer insight at Kantar, said there were bright spots to be found in the performance of many key market players. Speaking of Morrisons’ strong sales performance year, McKevitt said the Bradford grocer had “[set] stand out from the competition with its distinctive fresh counters and continued use of multiple buy promotions. He added that it was “unlike his big four rivals who have largely focused their efforts on price cuts.”
Other accomplishments from industry leaders include:
- Aldi and Lidl both gained market share in this period, Aldi up 0.4 percentage point to hold 8.2% while Lidl’s share rose 0.2 percentage point to 6.1% ;
- Tesco achieved its biggest year-over-year share increase since December 2016 this period, from 26.7% last year to 27.1% in the past 12 weeks; and
- Sainsbury’s, where online sales continue to perform well, increased its share to 15.2% from 14.9% last year.
Additionally, the report found that Iceland, Co-op and other independent stores all received a boost at the start of the pandemic as people shopped closer to home. Compared to pre-pandemic figures, these grocers’ market share has inevitably declined this year, but the top three saw double-digit sales growth compared to 2019.
During the same period, Asda’s share fell 0.1 percentage point to 14.0% and Morrisons fell from 10.3% last year to 10.1% this period.
While Ocado has remained the fastest growing retailer, increasing its market share by 0.1 percentage point to 1.8%, sales growth has slowed over the past 12 weeks to 3%.
McKevitt also pointed to the decline in online sales during this same period. He noted that growth in this area “fell for the first time in history – dropping 2.6%”. This, McKevitt said, is a notable change as the channel currently accounts for 13.3% of the total market.