Morrisons leads way for big four, but Lidl and Aldi see sales surge

Figures from market researcher Kantar Worldpanel showed a four per cent rise in sales at the Bradford-based chain in the 12 weeks to April 17, beating sales gains at its rivals Tesco, Sainsbury’s and Asda.

Morrisons was also the only one of the big four to report a market share gain, which edged up to 11.9 per cent from 11.8 per cent in the same period of 2010.

Leeds-based Asda’s sales grew 2.2 per cent year-on-year, but its market share slid from 17.6 per cent to 17.4 per cent.

Evolution Securities retail analyst Dave McCarthy said: “(Morrisons) is the only major multiple outperforming the industry. Morrisons has one of the lowest new store contributions and like-for-like sales are likely some way ahead of Tesco and Sainsbury.”

Sales growth at German discount grocers Aldi and Lidl also accelerated as shoppers look to make savings amid rising prices and government spending cuts.

Sales at Aldi and Lidl surged 15 per cent and 14.7 per cent respectively, taking their market shares to record highs of 3.3 per cent and 2.6 per cent.

Analysts said the discount chains’ strong showing was not a re-run of 2008 when new shoppers turned to these outlets.

Instead, their growth was being driven by a sharp increase in spending from their existing shoppers.

Total grocery sales rose 3.6 per cent year-on-year in the 12 weeks to April 17, improving on a 2.6 per cent increase in the 12 weeks to March 20, helped by a pick up in demand ahead of Easter.