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Everything to play for as Morrisons looses market share to Asda and Sainsbury’s Tuesday, 11th September 2012
Photo credit: Wm Morrison Supermarkets plc
The UK’s fourth largest supermarket saw rivals Asda and Sainsbury’s make gains on its all-too-important market share over summer.
In the 12 weeks to 2 September, Morrisons’ market share fell 11.5 per cent from 11.7 per cent a year earlier, while Asda and Sainsbury’s each posted gains of 4.5 per cent and 3.8 per cent respectively during the period.
Tesco, the largest retailer in the UK and third worldwide, managed to claw back its lost ground in recent quarters with a 30.8 per cent share of the grocery market.
As seen in previous quarters, the major gains remain with retailers outside of the ‘big four’, with Waitrose’s market share rising to 4.6 per cent from 4.4 per cent, and Aldi rising from 2.4 per cent to 2.9 per cent.
Edward Garner, director at Kantar Worldpanel, said Aldi's performance was driven by "dramatic growth in spend levels of existing customers - up 36% over the past two years - rather than an increased number of shoppers".
Garner described Morrisons’ drop in market share as "inevitable" with the retailer still in the process of developing its online shopping service.