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Asda records modest market share growth

Asda records modest market share growth

Asda has enjoyed a sustained period of growth as it records a modest increase in its market share.

The supermarket outperformed the rest of the 'Big Four' retailers by scoring a one per cent market share increase in the 12 weeks ending October 12th, according to figures from Kantar Worldpanel. However, despite Asda's positive performance the supermarket sector as a whole saw a 13th consecutive fall in like-for-like grocery sales, dropping by 0.2 per cent during the latest period.

While Asda performed well, the likes of Morrisons, Sainsbury's and Tesco were not so positive. Tesco saw a 3.6 per cent drop in its market share, despite still leading the way with an overall 28.8 per cent share, while Morrisons and Sainsbury's saw drops of 1.8 per cent and 3.1 per cent respectively.

Tesco's performance did provide crumbs of comfort for the UK's largest retailer. While this was yet another drop it represented the company's best figures since June and is helping on the slow road to recovery after it overstated its profits by £250 million in September.

Commenting on the recent figures, Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: "While the supermarkets are battling it out on price, the real winners are consumers. Extensive price cutting by some supermarkets in a bid to win the price war means that customers are saving on everyday items such as vegetables and milk."

The price war comes in response to the rise of discounters such as Aldi and Lidl. The two companies have been gaining ground on the traditional names and taking a bigger market share as a result. To combat this Morrisons recently announced a price match campaign that will include Aldi and Lidl, the first supermarket to launch a scheme of this kind.


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