MORRISONS is one of the fastest-growing of the big four supermarkets after it recorded a sales boost in the three months including Christmas, according to a study.

The Bradford-based chain, along with Tesco, has topped the table of grocery market share figures for the 12 weeks to February 25.

Tesco and Morrisons were neck-and-neck as the fastest growing of the big four – both clocking in sales growth of 2.7 per cent.

The latest grocery market share figures show that grocery sales have increased in value by 3.2 per cent compared to the same time last year. This marks the 12th consecutive period in a row that total market sales have exceeded three per cent, and that each of the big four retailers has seen positive growth.

The figures were released by Kantar Worldpanel, a group which analyses shoppers’ behaviour.

The group found Morrisons’ premium label, The Best, continued to be popular with shoppers, as it showed a 20 per cent year-on-year rise in items including cakes and pastries.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “Holding market share steady year-on-year at 10.6 per cent, Morrisons has continued its run of form, entering its 16th consecutive period of growth.

“Its premium own-label line The Best proved particularly successful, with sales rising by 20 per cent year-on-year.”

He said the supermarket’s February figures featuring events including Valentine’s Day and Chinese New Year, contributed to the supermarket’s figures.

Morrisons did not comment about the figures, but will release its official preliminary results on Wednesday, March 14.

Meanwhile, Kantar Worldpanel’s figures showed only 34.5 per cent of sales at Sainsbury’s were on promotion during the past 12 weeks, in stark comparison to 41.9 per cent for the rest of the big four. Overall sales growth now stands at 1.1 per cent.

Aldi beat Lidl as the UK’s fastest-growing supermarket this month as sales grew by 13.9 per cent and 13.3 per cent respectively.


The Co-op returned to growth for the first time since July 2017 with sales up 0.4 per cent, and Iceland held a 2.2 per cent steady share, compared to this time last year, increasing sales by 1.3 per cent.

Waitrose saw sales growth of 2.3 per cent and internet-only grocer Ocado increased market share by 0.1 percentage points to 1.2 per cent.