Following reports on May 22 that Morrisons sales at Safeway stores were continuing to fall, despite a wide range of price cuts, latest figures from TNS show the scale of the task facing Morrisons.
Safeway’s market share dropped from 9.1 per cent to eight per cent in the 12 weeks to may 23, with sales falling by eight per cent to £1.3 billion.
Safeway’s falling sales and market share masked a strong performance from Morrisons, which saw sales increase by 15 per cent and market share rise from 5.7 per cent to 6.2 per cent year-on-year.
The TNS data threw up a surprise winner in the retail battle for space. Waitrose reported a six per cent rise in sales to £542 million in spite of its market share remaining stable at 3.2 per cent.
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