Asda leads ‘big four’ supermarkets in sales growth

Asda has led the UK’s ‘Big Four’ supermarkets in the three month run up to Christmas, according to industry data compiled by Kantar Worldpanel.

For the 12 weeks ending 2 December, the Leeds-headquartered supermarket saw sales grow by 1.5% and has maintained its market share at 15%.

During this period, Tesco and Sainsbury’s both saw sales fall, down 0.1% and 0.2% respectively. Tesco’s market share now stands at 27.6%, while Sainsbury’s fell to 16%.

Morrisons, headquartered in Bradford, also saw sales rise by 0.5%, although compared with this time last year its market share has fallen by 0.1%.

These results follow on from the CMA launching an investigation into the the £15bn proposed merger of Asda and Sainsburys.

The CMA is assessing whether the merger could lead to a worse outcome for shoppers through higher prices, a poorer shopping experience, or reductions in the range or quality of products offered.

Data from Kantar Worldpanel also showed that the overall UK grocery sector saw a 2% rise in sales over the 12-week period, which is its slowest rate since March 2017.

Despite this slowdown, Kantar Worldpanel said that Christmas spending is still expected to break records.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “The last time Christmas Day fell on a Tuesday was in 2012 and the Saturday before was the busiest shopping day of the year. We expect the same trend to hold true this year, with Saturday 22 December pulling in the last-minute Christmas crowds.

“Because of the way Christmas falls, grocers have an extra trading day this year meaning overall sales in December – up to and including Christmas Eve – could reach £10bn.”