Asda continues to eat into Tesco's share of the grocery market, while more than half of Brits now shop at Aldi and Lidl, according to the latest Kantar Worldpanel figures.
Over the 12 weeks to 17 August, 2014,Tesco's market share was recorded as being 28.8 per cent - down from 30.2 per cent in the equivalent period last year.
While Tesco is still by far the largest supermarket in the UK, Asda's market share went up from 17.1 per cent to 17.2 per cent in the same period, while Aldi has increased its market share by nearly a third (from 3.7 per cent to 4.8 per cent).
Aldi now sits just behind Waitrose, which boasts a market share of 4.9 per cent, and Lidl's share of the grocery market jumped 18.3 per cent over the course of the year to 3.6 per cent.
A spokesperson for Kantar noted that 53 per cent of British households had shopped at one of the discounters in the last 12 weeks.
Morrisons and The Co-operative, meanwhile both lost market share, thereby accounting for 11 per cent (from 11.3 per cent in the 12 weeks to 18 August, 2013) and 6.4 per cent (from 6.6 per cent) of the total respectively. Sainsbury's was also down - losing 0.1 per cent of its market share, and now standing at 16.4 per cent.
Edward Garner, director at Kantar Worldpanel, said: “Asda and Waitrose have achieved growth with differing strategies. Asda has pushed its 'Price Lock' strategy to keep prices on everyday essential items low, while Waitrose is running competitive offers on home delivery alongside offers for myWaitrose card users allied to its overall quality and provenance positioning.”
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