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M&S and Aldi driving growth in latest Kantar Worldpanel report

Published:  31 October, 2016

M&S and Aldi showed the strongest performances in Kantar's latest Worldpanel report for wine, measuring 24 week year on year share to 13 September 2016.

M&S recorded the highest growth at 17.5% in terms of value, with Aldi reaching a 7.5% increase.

The Co-Op and Waitrose were the other two winners, at 1.8% and 0.9% increases respectively.

These figures demonstrate the polarisation between retailers ,with the premium, and convenience retailers, together with the lead discounter, continuing to take share from mainstream supermarkets.

M&S are beginning to demonstrate the benefit from the increased focus on the roll -out of their 'Simply Food' stores, moving its share to 3.9% in terms of wine. Aldi's wine share has grown to 6.1%.

Both retailers show strong overperformance in wine against the category, with M&S holding a 3.9% share against total grocery share of 3.3%, and Aldi an impressive 6.1%, against a total grocery share of 5.4%.

Other winners in the growth stakes were Waitrose and the Co-Op,with the former showing value growth of 0.9% to a 6.5% share, and the latter 1.8% to a 10.3% share respectively. Both recorded overperformance in wine share against total grocery market.

Sainsbury's, Tesco, Asda and Morrisons all showed loss of share. Whilst Sainsbury's continues to overtrade in wine against its total grocery market performance, its share was down by 6.2% to 16.8%, whilst Tesco recorded a 7.1% decline, dropping share of market to 25.1%, with Asda recording a 12.6% share ( 5.9% loss year on year).

Morrisons also showed a decline of 9.8%, reflecting the continued effect of the divesting of stores within the last year, although like for like figures were up.

Lidl showed the greatest haemorrhage of share, falling 10% to a 4% share for wine, in line with its overall grocery share.

The discounters now account for a 10.1% share of wine, up from 9.8% previous year, driven by Aldi's performance.

Based on Kantar data, Iceland, independents and 'other multiples' account for a total 7.1% share of grocery market.