UK supermarket chain Morrisons has continued to increase its market share at the expense of its larger rivals.


The Yorkshire-based retailer’s market share increased to 6.4% in the 12 weeks to 9 November, up from 6.0% a year earlier and 6.3% a month ago, reported Reuters.


According to figures from market researcher TNS, Sainsbury’s market share fell to 16% from 17.4% the year before and 16.1% a month earlier.


The figures, based on till receipts, showed Tesco had a market share of 26.8%, while Wal-Mart’s Asda had 16.7%. Both had increased their market share from 25.7% and 15.9% respectively a year earlier, but both were down compared with 27% and 16.8% a month ago.


Safeway’s market share was 9.2%, according to the latest data, unchanged from the previous month but down compared to 9.9% a year earlier.