Morrisons is fastest growing among 'big four' supermarkets

Morrisons has been declared the fastest growing supermarket among the UK’s ‘big four’ over the last quarter.

For the 12 weeks to October 8th, supermarket sales increased by 3.1% compared with last year, according to the latest grocery market share figures from Kantar Worldpanel.

This sales increase marks the 17th period of growth in a row for Britain’s grocers.

The figures show that Morrisons was the fastest growing of the large supermarkets this period, with a 2.8% increase in sales.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “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 the Bradford-headquartered supermarket chain, the remaining big four have each continued to increase sales every month since April.

Tesco saw sales grow by 2.1% though share was down 0.3 percentage points to 27.9%. Asda, meanwhile, experienced a sales rise of 1.8% in the past 12 weeks. Sales at Sainsbury’s increased 1.9% on last year while market share now stands at 15.8%, down 0.2 percentage points.

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