Big four supermarkets face competition

Fierce competition is being faced by the big four supermarkets as Waitrose, Aldi and Lidl take a bigger chunk of the market share.

Grocery figures from Kantar Worldpanel for the 12 weeks ending 7 July highlighted the pressure on the big four, when it revealed Waitrose, Aldi and Lidl accounted for 11.5% of the grocery market share – 3.2% more than four years ago.

Kantar said: “This trend has cut deeply into the available market share for the bigger retailers who are now having to compete for a contracting middle ground.”

Meanwhile, a breakdown of the figures showed that Lidl had grown its market share to 3.1% overall, while Aldi maintained its 3.6% record and Waitrose now holds 4.8% of the market.  

Sainsbury’s is the only supermarket out of the big four that has managed to maintain its share in the last 12 months and has seen year-on-year (yoy) growth of 3.8%. Morrisons, on the other hand, has continued to lose market share, however, it has seen progressive sales growth in 2013, rising from -1.7% to 1.8%.

Kantar said: “The latest data also shows that recent price matching campaigns at the larger retailers have served to shine a spotlight on private label quality. The latest price matching promotions from retailers have reduced the amount consumers are shopping around, with many people feeling that they can get the same prices at different retailers.”

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