Healthy Eating Gives Sainsbury’s a Bigger Slice of the Apple
OXFORD UK, 7th February 2007
With the chaos of Christmas remaining but a distant memory, its back to business as usual for the grocery retailers who have seen top line growths continue to climb. ACNielsen’s Total Till monitor reports a very respectable 7% year on year increase within Grocery Multiples in the 12 weeks to the end of January.
With major retail advertising campaigns focusing on healthy eating and supporting the 5 a day campaign, Tesco and Sainsbury’s have retained their market share for January with Sainsbury’s share of trade growing from 14.9% in the 12 weeks to 30th December to 15.2% in the latest 12 weeks.
Mike Watkins, Senior Manager, Retailer Services at ACNielsen commented, “Shoppers interests in all things healthy continues with the usual January healthy diet push but with fresh fruit and vegetable growth consistently high, we are seeing a real shift in eating preferences beginning to emerge. Retailers are providing consumers with real choice in this area now and it’s paying off in their sales figures.”
Waitrose has also enjoyed a strong trading period and now overtakes Somerfield with 3.7% of the market. “Consumers are becoming more conscientious and the efforts retailers are making as far as ethical and green trading policies will continue to gain impetus. Waitrose’s food sourcing policies, packaging and waste initiatives and emissions and energy saving efforts have continued to stand out. We expect share to continue growing for this retailer.”
Share of Grocery Market Spend by Retailer
Retailer |
12w/e 28/01/06 |
12 w/e 27/01/07 |
Tesco |
29.0 |
29.4 |
Asda |
16.2 |
16.3 |
Sainsbury’s |
15.2 |
15.2 |
Morrisons |
10.2 |
10.2 |
Total Co-op |
5.7 |
5.8 |
Somerfield |
4.0 |
3.6 |
Waitrose |
3.5 |
3.7 |
The figures in the table are based on 12 weeks sales through to 28th January 2007 compared to the same 12 week period last year. Source ACNielsen Total Till
About ACNielsen Homescan Total Till
Unless otherwise stated, data is based on all purchases, bar-coded and non bar-coded, brought back into the home from any outlet by an in-home scanning panel of more than 14,500 households. Total spend includes all items stocked by any outlet, including grocery, durables and clothing.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek) and trade shows. The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA.
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