UK grocery retailer Wm Morrison faces a major challenge to restore sales at its new acquisition Safeway as the latest industry data revealed sales at Safeway stores continued to slide.

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According to figures from market research firm TNS, Safeway’s market share in the 12 weeks to 23 May fell to 8.0%, compared to 9.1% in the year-ago period and 8.2% in the 12 weeks to 25 April.


However, the Morrisons chain maintained its market share of 6.2% from a month earlier, up from 5.7% in the year-ago period, reported Reuters.


Tesco continued to notch up market share to 27.6% in the latest period, compared to 27.5% a month earlier and 26.4% in the year-ago period. Asda’s market share of 16.6% was unchanged from a month earlier, while Sainsbury’s held onto its market share of 15.5% from a month earlier.

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