According to national press reports in the UK this week, Sainsbury's ceo Peter Davis admitted that the store could lose its second place to Asda. Independent market analysis data puts Asda just 0.7 per cent behind Sainsbury's in market share for the three months to September 15.

Some analysts believe Asda could overtake Sainsbury's temporarily in the build up to Christmas managing to knock it down a place more permanently some time next year.

Davis is reported in The Times: 'Of course we could be overtaken. But people have been saying that for years. It could happen but there is no certainty that it will.' Meanwhile, in a retaliatory move Sainsbury's has issued thousands more money-off vouchers hoping shoppers take rival Tesco up on its offer to redeem them at its stores rather than at Sainsbury's. The market leader, which overtook Sainsbury's to take the top spot seven years ago, made its offer to shoppers recently in areas where competition between the two stores is at its fiercest.

The offer applies to home delivery shopping only and up to £15 can be redeemed per delivery.

Davis was reported in the Sunday Times saying his group had ordered 'a lot' more vouchers for areas where there was a high concentration of Tesco stores.

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