Paralympics success for Sainsbury's

WeirwolfSainsbury's has emerged as the supermarket winner after this year's summer of sport as its sponsorship of the Paralympic Games helped boost its market share.

The UK's third biggest grocery chain grew its share of the sector to 16.5% in the 12 weeks to September 30 from 16.2% a year earlier after it put in the best sales performance of the "big four" brands, according to Kantar Worldpanel.
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Its growth of 5.6% in the period put larger rival Tesco firmly in the shade in another blow after last week's results.

Tesco reported its first drop in profits for two decades, down 12% to £1.66 billion, on the same day that Sainsbury's revealed a robust 1.9% rise in quarterly sales.

Figures showed Tesco's market share falling to 31% from 31.2% a year earlier, while Asda increased its share to 17.5% from 17.4%, excluding Netto.

Morrisons posted the slowest growth of the main players once again, leaving it nursing a hefty drop in share to 11.4% from 11.8% a year ago.

But John Lewis Partnership's chain Waitrose secured another record performance with a 4.7% share of the sector, up from 4.4% .

Edward Garner, director at Kantar Worldpanel, said Sainsbury's put in a "stand-out performance".

He added: "Its sponsorship of the Paralympic games has clearly borne fruit, boosting its sales in this period.

"The retailer has also been bolstered by its Brand Match promotion and the ongoing relaunch of its own label range - both of which are proving popular with consumers."

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