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    2 Sisters expose has not harmed chicken sales, latest supermarket data reveals

    Chloe RyanBy Chloe RyanOctober 17, 20173 Mins Read
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    Supermarket sales have increased in value by 3.1% compared with last year according to the latest grocery market share figures from Kantar Worldpanel, published today for the 12 weeks to 8 October 2017.

    This marks the 17th period of growth in a row for Britain’s grocers. Like-for- like grocery inflation remains at 3.2% but consumers could be welcoming a slowdown in price rises in the new year, with the rate projected to fall below 2% in the first quarter of 2018.

    Recent stories about the poultry supply chain have not materially dented chicken sales; fresh poultry sales have remained flat in the month of September, while chilled processed poultry has increased in value by 6%.

    Meanwhile, Christmas has already started in the supermarket aisles. £69 million of chocolate confectionary boxes were sold in the last four weeks a near threefold increase on sales in August; mince pies reached sales of £4 million and the British public spent £1.1 million on Christmas puddings.

    It’s a mixed picture for the major retailers as each of the big four has grown sales but seen a decrease in market share as smaller operators continue to entice new customers through their doors.

    Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “Morrisons was the fastest growing of the large supermarkets this period, increasing sales by 2.8%. The biggest wins came from ambient and fresh food products with cakes and pastries and fruit both up by 10%. Growing sales at Morrisons bricks and mortar stores were supplemented by rapid expansion on its e-commerce platform, particularly in London and the south where online sales have risen 29%. Despite the growth, however, the retailer’s overall market share fell by 0.1 percentage points to 10.3%.

    Closely following Morrisons, the remaining big four have each continued to increase sales every month since April. At Tesco, sales grew by 2.1% though share was down 0.3 percentage points to 27.9%. Asda meanwhile has sustained its recent recovery, with sales up 1.8% in the past 12 weeks.

    McKevitt said: “Despite traditionally selling a higher proportion of brands than its major rivals it is own-label sales which are driving the growth at Asda. They now account for 45% of sales, with Asda’s value-focused Farm Stores line and premium Extra Special range leading the charge.”

    Sales at Sainsbury’s increased 1.9% on last year while market share now stands at 15.8%, down 0.2 percentage points. Only 35% of Sainsbury’s sales are now through price-cut deals, down sharply from nearly 40% a year ago as part of the retailers ongoing programme of scaling back the overall level of promotions.

     

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    Previous ArticleGrocery inflation gains momentum but shoppers keep spending
    Next Article New incentive for farmers considering diversifying into free range egg production
    Chloe Ryan

    Editor of Poultry Business, Chloe has spent the past decade writing about the food industry from farming, through manufacturing, retail and foodservice. When not working, dog walking and reading biographies are her favourite hobbies.

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