Sainsbury’s the winner as Morrisons’ share slips

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Under-fire supermarket Morrisons has continued to shed market share in the run-up to Christmas.

The Bradford-based retailer saw its market share slip to 12 per cent in the 12 weeks to December 23, down from 12.4 per cent a year earlier.

Earlier this week Morrisons revealed like-for-like sales dropped 2.5 per cent over Christmas. Sainsbury’s was the only one of the big four grocers to grow market share in the run-up to Christmas, figures from the market researcher Kantar Worldpanel show- ed.

The UK’s third-biggest grocer, which reports on festive trading today, saw its market share edge up to 17.1 per cent year-on-year from 17 per cent.

Industry leader Tesco’s market share dipped from 30.6 per cent to 30.5 per cent. Leeds-based Asda saw its market share decline to 17.3 per cent from 17.5 per cent.

Discount retailers Aldi, Lidl and Iceland were the biggest winners in the run-up to Christmas, growing sales by 30.1 per cent, 10.8 per cent and 9.7 per cent respective-ly.

Frozen food retailer Iceland’s market share of 2.2 per cent is a 12-year high, and compares with 2.1 per cent a year earlier.

Aldi’s 3.2 per cent share of the UK grocery market was a record high, Kantar said, and compares with 2.6 per cent from a year earlier.

Kantar director Edward Garner said: “The well-publicised underperformance of Morrisons continues and it is the only big four supermarket to lose sales compared with last year.”

Till rolls at Morrisons slid 0.6 per cent to £3.2bn during the 12 weeks.

Mr Garner added: “This highlights its need to address the lack of convenience outlets and an online offering in 2013.”

Morrisons admitted its Christmas trading was “disappointing”, following a 2.1 per cent decline in the previous quarter.

Tesco and Marks & Spencer report tomorrow.