Morrisons has put rivals Tesco and Asda in the shade after figures revealed the supermarket chain gained market share over the Christmas period.

The Bradford-based group, which used football pundit Alan Hansen as part of a festive advertising push, saw sales during the 12 weeks to December 30 jump by 9.3 per cent to £2.4 billion. The rise was nearly double the sector average of 4.9 per cent.

Morrisons' share of the £32 billion UK grocery market also enjoyed the biggest growth, up from 11 per cent last year to 11.4 per cent, according to monthly research from TNS Worldpanel.

The till figures appeared to confirm the turnaround for the supermarket since its troubled 2004 takeover of Safeway.

TNS director Edward Garner said: "Not only is this growth by far the best recorded for Morrisons since the Safeway takeover, it is also the highest growth rate of any grocery retailer for this Christmas period.

"The relaunch advertising and a campaign of aggressive promotions have succeeded in attracting an increased number of shoppers to the stores."

Sales growth during the period at main rivals Tesco, Asda and Sainsbury's grew by 5.4 per cent, 5.3 per cent and 5.2 per cent respectively.

But their market shares barely moved, with Tesco nudging ahead to 31.5 per cent from 31.4 per cent last year and Asda to 16.7 per cent from 16.6 per cent. Sainsbury's share of the market was flat at 16.4 per cent.

Morrisons, Britain's fourth largest supermarket firm, initially struggled after buying ailing Safeway, posting the first loss of its 106-year history in 2006 as the integration took its toll.

But it has steadily clawed back lost ground and posted a near doubling of half year profits last autumn.

As well as former Liverpool defender Hansen, Morrisons also used singer Lulu and Strictly Come Dancing star Gabby Logan for its Christmas sales push.

Mr Garner said the "relatively robust performance" of the grocery sector contrasted with other businesses on the high street.

Meanwhile, Marks & Spencer revealed its worst quarterly trading for two years, with like-for-like sales down 2.2 per cent.

There have also been profit warnings from Currys and PC World owner DSG International, sofa retailer Land of Leather and gloomy updates from Next.

The lower-end retailers of Iceland, Lidl and Aldi also posted market-beating growth after the collapse of Kwik Save last year.

Iceland saw its till roll jump 7.4 per cent to £389 million, with Lidl up 6.5 per cent to £484 million, and Aldi ahead 8.1 per cent to £566 million.

TNS compiles the figures from data supplied by 25,000 households in the UK.