By Ian Walker
LONDON--Discount retailer Aldi posted another record rise in market share in the 12 weeks ended Oct. 13, continuing its growth since early 2011, as its "Like Brands Only Cheaper" and subsequent "Swap and Save" campaigns encourage cash-strapped shoppers to visit its stores.
After Aldi, J Sainsbury PLC (SBRY.LN) was the only one of the big four supermarket retailers to increase its market share in the 12 weeks, followed by discount retailer Lidl and up-market retailer Waitrose, according to Kantar Worldpanel on Tuesday.
"Aldi's year-on-year growth rate of 31.7% is the latest in an unbroken series of double-digit growth figures that date back to early 2011," said Kantar Worldpanel director Edward Garner. "The retailer has done a particularly good job in conveying its competitive pricing message through its 'Like Brands Only Cheaper' and subsequent 'Swap and Save' campaigns--both of which have given the supermarket a clear point of difference."
Aldi's market share rose to 3.8% over the 12 weeks ended Oct. 13, from 3.0% a year earlier. The combined market share of discount retailers Aldi and Lidl rose to 6.8% from 5.7%.
Sainsbury, the U.K.'s No. 3 supermarket retailer, increased its market share to 16.7% over the 12-week period, from 16.6% in the 12 weeks ended Oct. 14, 2012, while Waitrose's share rose to 4.9% from 4.7%.
The other big retailers all lost market share. Tesco PLC's (TSCO.LN) market share fell to 30.1% from 30.8%. Asda, a subsidiary of Wal-Mart Stores Inc. (WMT), saw its market share fall to 17.2% in the period, from 17.6%, according to Kantar, which monitors the household grocery purchasing habits of 25,000 demographically representative households in the U.K. Wm Morrisons Supermarkets PLC's (MRW.LN) market share fell to 11.2% from 11.4% a year earlier.
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(END) Dow Jones Newswires
October 22, 2013 06:56 ET (10:56 GMT)Copyright (c) 2013 Dow Jones & Company, Inc.
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