Morrisons increases share

Figures from research firm Kantar Worldpanel showed Bradford-based Morrisons – whose new chief executive Dalton Philips started in the post this week – upped its slice of the sector from 11.6 per cent to 12.1 per cent. Resurgent rival Waitrose saw its share increase from 3.8 per cent to 4.1 per cent.

Wal-Mart-owned Asda, which is based in Leeds, was the only one of the "big four" to see a decline in share, slipping from 17.3 per cent to 17.1 per cent.

This was partly a result of strong comparatives this time a year ago, when its sales were growing at more than eight per cent, said Kantar.

Sainsbury's also shrugged off its recent quarterly sales growth slowdown with a rise in market share to 16.3 per cent from 16.1 per cent.

Tesco moved higher as it continues to benefit from aggressive Clubcard loyalty bonuses – up from a share of 30.1 per cent to 30.3 per cent.

Figures also showed total supermarket sales growth has slumped to its lowest level since the summer of 2007 amid sharp falls in food price inflation.

Kantar said growth in total till-roll takings across the sector slowed to 3.6 per cent year-on-year in the 12 weeks to March 21 – its worst reading since August 2007.