Morrisons edges upwards as grocery sales fall

Morrisons is the only major retailer to have edged its market share up, new figures have revealed.

Research from Kantar Worldpanel showed that although grocery sales by volume have fallen for the fifth month in a row, Morrisons grew faster than its big four rivals, Tesco, Asda and Sainsbury’s. Its market share grew to 11.9% in the 12 weeks to 10 July, up 0.1%, while Tesco’s fell to 30.6% and Asda dropped 0.3% to 16.5%. Sainsbury’s performance was underwhelming, remained flat at 16.1%.

Waitrose rose a respectable 4.3%, but Aldi and Lidl continued to be the fastest growing retailers, rising 3.1% and 2.3% respectively.

Kantar Worldpanel’s communications director Edward Garner said: “The discounters are attracting some new customers, but most of the growth is coming from gaining a greater share of the household shopping list.

“Customers are making a main shopping trip to their favourite store, then topping up with selective shopping at the discounter. This has been dubbed ‘canny shopping’.”