Ocado's momentum continues. According to the latest Worldpanel data from Numerator (formerly Kantar) for the 12 weeks ending November 30, the online retailer set a new record market share of 2,2%, thanks to a 15,8% increase in sales. This result highlights the consolidation of the grocery e-commerce business, even amid pressure on consumer spending.
Among discounters, Lidl continued its strong performance, posting its ninth consecutive month of double-digit growth (+10,2%) and reaching an 8,1% share. Aldi grew by 4,1% and held steady at 10,5%. In the mainstream segment, Tesco and Sainsbury's recorded sales increases of 4,7% and 5,1%, respectively. Tesco remains firmly in the country's leading supermarket with a market share of 28,3%, followed by Sainsbury's at 16%. Morrisons grew by 2,1% to 8,3%, while Waitrose and Iceland both advanced by 4%, with shares stable at 4,4% and 2,3%.
The situation for Asda and Co-op is more complex: sales fell by 4,3% and 1,4% respectively, bringing their shares to 11,5% and 5,3%.
"Retailers are going all out to win over consumers ahead of one of the most crucial times of the year.”, comments Fraser McKevitt, head of retail and consumer insight at Worldpanel. “With the cost of living still high, nearly a third of spending goes through promotions, a key tool to mitigate the impact of price increases.".
Grocery inflation remains stable at 4,7% in the month, while take-home sales grow by 3,4%. For December, Worldpanel expects Christmas sales above 13,6 billion pounds, with a 31,2% share of promoted products, up from 30% last year. This Christmas, therefore, is still dominated by the search for value, with discounts and offers at the center of competition among retailers.
