Morrisons and Asda chase Tesco

YORKSHIRE supermarket chains Asda and Morrisons are continuing to cut rival Tesco’s dominance in the shopping aisles, research suggests.

Separate reports by TNS Worldpanel and Nielsen have revealed that both Asda and Morrisons have stolen some of Tesco’s market share.

Both TNS and Nielsen also said consumers were becoming more sensitive to prices, with more turning to own brand products.

Bradford-based Morrisons increased its slice of the supermarket market to 11.8% while Leeds-based Asda saw its share grow to 17.5%.

Both supermarkets grew at a year-on-year rate well above the industry average, with Asda rising 8.5% and Morrisons up 7.2%.

Tesco had its worst Christmas in almost 20 years, with like-for-like sales growth of just 2.5%