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First Quarter performances were strong at the Grocery Multiples with overall growth at 7.5% in the 12 weeks to 21st April and the top 3 retailers, Tesco (+8%), Asda (+10%) and Sainsbury (+8%) showing solid year on year increases. Waitrose performed ahead of market with an increase of 10.5% year on year for the same period.
Mike Watkins, Senior Manager Retailer Services at Nielsen commented, “Waitrose benefited from the tendency consumers have to trade up over the Easter holiday period. 10% of households shopped here in the 4 weeks to 21st April, an increase of nearly 7% year on year. The amount that consumers spent here also increased, with average spend per visit growing at 8% year on year.”
Watkins continued, “Asda’s performance was also notable. The retailer’s total till growth is ahead of Tesco over the full 12 weeks (10% v + 8%)and share is up to 15.7% from 15.4%for the same 12 weeks last year. Whilst the spend per visit in Asda is flat , due in part to Asda’s strong price and promotional offer, their performance has been driven by households now shopping at Asda more frequently. And with the number of shoppers visiting Asda also up on last year, it’s a very positive result.”
Sainsbury’s share stands at 15.1% for the period with its 8% sales growth being driven by spend per shopper increases of in the 12 weeks to 21st April .This was particularly strong in the last 4 weeks - averaging out at £112 , an increase of almost 9%, year on year .
Morrison’s growth was modest at +4%. Though share for this retailer remains behind the same period last year, 12 week shareis up 0.2% points since January. Watkins added, “Each buyer spent on average 9% more at Morrison’s in the 12 weeks to 21st April.The recovery here continues and Easter was good for Morrison’s. Within the top 4 grocery retailers, Morrison’s have the most growth potential for the rest of2007.”
When looking at category performances, Easter trading was strong for Fresh Foods and Health and Beauty (both +11%), Soft Drinks (+12%) and Beers, Wines & Spirits (+10%) but General Merchandise was slightly disappointing at +7% due in part to purchases being brought forward to March and some price deflation.
% Share of Grocery Market Spend by Retailer
Retailer |
12w/e 22/04/06 |
12 w/e 21/04/07 |
Value Sales % Change |
Tesco |
29.1 |
29.2 |
7.8 |
Asda |
15.4 |
15.7 |
9.8 |
Sainsbury’s |
15.1 |
15.1 |
7.9 |
Morrisons |
10.8 |
10.4 |
4.0 |
Total Co-op |
6.2 |
6.2 |
7.4 |
Somerfield |
4.0 |
3.7 |
-0.5 |
Waitrose |
3.6 |
3.7 |
10.5 |
The figures in the table are based on 12 weeks sales through to 21st April 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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