Sainsbury’s has overtaken Asda to become the UK’s second-biggest supermarket chain, research from marketing company ACNielsen suggests. The grocer has attributed its strong performance to getting the basics right, a spokesperson for the supermarket told just-food.

“We’ve done a lot of work in getting the offer right: that’s product, price and availability. The ‘try’ campaign has been very popular and we have received some very positive feedback from that. We have also succeeded in getting one million new customers through the door and this has increased sales. The launch of new own brand products has met with some very positive results, particularly our SO Organic range, and sales in fairtrade fortnight were stronger than ever,” the spokesperson observed.

Data quoted in the Daily Mail stated that during the 12 weeks to 25 March Sainsbury’s market share increased to 15.3% compared to Asda’s 15.2% share of the grocery market.

Eleni Nicholas, group MD for ACNielsen UK and Ireland, said: “Sainsbury’s has been working hard to improve performance, with lower prices and improved availability, as recognised by its customers. In addition we are seeing a trend towards healthy eating, and traditional Sainsbury’s shoppers have always recognised the importance of a balanced diet.”

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