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UK Supermarkets Cash In on Christmas Countdown
With the final shopping week before Christmas fast approaching, surveys from TNS and ACNielsen show that grocery sales are climbing, with record supermarket sales of £3 billion being forecast for next week.
ACNielsen's Total Till Survey confirms that growth within the grocery multiples has continued, with sales in the 12 weeks to 2nd December 7.6% higher than during the same period in 2005.
Explaining this boost, Mike Watkins, Senior Manager Retailer Services, ACNielsen said: 'This year – as well as the strong sales in the non-food sector – we are also seeing huge rises in fresh food sales as people buy into healthier eating patterns and buy more premium offerings such as organic or pre-prepared fruits and veg.'
This is born out by the latest TNS Worldpanel grocery market share figures. According to Edward Garner, Director of Research, TNS Worldpanel: 'Tesco, Asda, Sainsbury and Morrisons all post strong growth rates ahead of the overall market and, taken together, the top four now account for more than three-quarters of British grocery trading.'
Tesco, the country's largest grocery retailer, remains strong with over 29% share of sales and Asda still holds second place with a 15.9% share of market despite a slight narrowing of the gap by third-placed Sainsbury's this year.
Outside the top four, Waitrose is demonstrating the strongest growth at 11% year-on-year. This is likely to lead into a record Christmas for the supermarket as shoppers traditionally adopt more upmarket buying patterns in the run-up to the big day.
At the same time however, the discount retailers (Aldi, Lidl, Netto) have achieved a record total share of 5.5% helped by recent new openings and acquisitions.
AC Nielsen's Watkins is anticipating the Christmas week's sales to be 10% up on last year as consumers complete big trolley shops at out of town stores as late as Saturday afternoon: 'We expect the 23rd December 2006 to be the biggest shopping day ever as far as grocery retailers are concerned'.
AC Nielsen UK is on the web at www.acnielsen.co.uk and TNS at www.tns-global.com/uk .
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