Tesco's UK market share slips further
Published 28/02/2012 | 18:37
TESCO’S dominance of the supermarket industry in the UK slipped further, according to data that showed its market share had fallen to 29.7pc.
This is the latest piece of poor news to hit Britain's biggest supermarket group, following its calamitous profit warning that it issued in January. The company has admitted it needs to spend millions improving its British shops and customer service.
According to Kantar Worldpanel Tesco's market share fell from 30.3pc this time last year to 29.7pc in the 12 weeks to February 19, a further decline on the 29.9pc reported last month. This is the lowest level Tesco has experienced since May 2005.
The main winners from the monthly market share figures were the discount chains, as shoppers look to cut back on their weekly shopping bill. Iceland's share moved up from 2pc to 2.1pc, Aldi up from 3.1pc to 3.6pc and Lidl up from 2.4pc to 2.6pc.
At the other end of the spectrum, Waitrose saw its share rise this month to 4.5pc from 4.4pc, which is an all-time record for the retailer after it stepped up its store expansion.
Of the big four, the other weak performer, alongside Tesco was Morrisons, which has had a poor couple of months. Morrisons was down 0.1pc on a year ago to 12.2pc, while Sainsbury's gained 0.1pc to 16.6pc. Asda was steady at 17pc.
Tesco's poor market share figures came on the same day that the supermarket group revamped its UK marketing team moving Carolyn Bradley, UK marketing director, into a new role of group brand director working for the group and reporting to Tim Mason, who is based for much of the time in America. Ms Bradley oversaw the Big Price Drop campaign, which failed to lure customers away from Asda and Sainsbury's both of which gave out many vouchers.
She has been replaced by David Wood, the commercial director of its Hungary business.