Morrisons 12-week sales advanced for a second consecutive month

Morrison's 12-week sales advanced for a second consecutive month

UK retailer Morrisons is seeing its sales improve, according to the latest data from Kantar Worldpanel.

Morrisons 12-week sales to 12 May advanced for a second consecutive month, following six straight periods of decline. The grocer booked a 1.2% increase in sales for the period, Kantar's data, which includes the contribution from new space, showed today (21 May).

The UK's fourth-largest food retailer saw its sales growth return in the 12 weeks to 14 April, when sales inched up 0.3%.

In the last 12 weeks, Morrisons' market share fell from 11.9% last year to 11.6% but Kantar said the retailer's investment in faster-growing channels should help the business.

"With its plans for online and accelerated convenience store coverage now in place, the retailer will hope that successful implementation will return it to share growth," said Kantar director Edward Garner.

Sainsbury's was the only one of the top four to win market share on an annual basis, the data revealed, reaching 16.8% from 16.5% in the last period.

Waitrose, Aldi and fellow discounter Lidl all enjoyed record market share at 4.9%, 3.5% and 3%, respectively. Their sales were up, in turn, by 12%, 31.5% and 8.9%.

The UK's largest retailer Tesco saw its market share fall to 30.2% from 30.8%, but sales were up 1.7%.

"The success of Aldi, Lidl and Waitrose are clear examples of how shopping habits are divided across the country. For many consumers, the discounters are increasingly becoming part of the weekly shop - supplementing trips to the big four retailers and offering a convenient and cheaper option," Garner said.