Asda and Morrisons’ market share has continued to fall, with discounter Aldi’s good run also faltering, as shoppers sought to splash out on groceries amid this season’s “summer of sport”.
According to latest NIQ Total Till data, Asda’s market share dropped from 13.1% last year to 12% in the 12 weeks to 13 July, while Morrisons slipped from 8.5% to 8.4%.
Discounter Aldi, who overtook Morrisons as the UK’s fourth largest grocer in 2022, saw its market share sink to 10.5%, from 10.9% over the same period last year, as sales fell 1% over the 12 week period.
Meanwhile, Ocado and M&S held their crown’s as the fastest growing supermarkets as sales jumped 12.9% and 8.6% respectively.
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It comes as NIQ reported total till sales in supermarkets rose 3.6% in the four weeks to 13 July, up from 1.1% in the previous month, driven by the late June heatwave and football fans watching the 2024 Euros.
Online sales increased 3.8% during the period, with its share of FMCG growing to 12.9%, up from 12.7% the same time last year.
NIQ’s UK head of retailer and business insight Mike Watkins said: “The three major things that influence how shoppers spend are the weather, events and increased promotional activity.
“In the last few weeks all of these have been in play however, we’ve seen that strong branded promotions around Euro 2024 had the biggest impact at the start of the summer.”
“We also saw subdued growth in consumer confidence compared to previous months. Whilst this sentiment may have a more direct impact on wider retail spend, such as big ticket items, for food retail it is the return of CPI inflation to 2% and increased promotional activity that encourages shoppers to spend.
“With the summer holiday season underway, retailers will need to encourage shoppers to keep spending for as long as the sun keeps shining and then have some compelling offers ready for back to school in September.”
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