Sainsbury’s Paralympic Sponsorship Reaps Rewards as Increased Market Share Announced

By Community | October 9, 2012

Sainsbury’s has received the benefits from their sponsorship of the Paralympics following increases in its market share, medstore according to new data out today.

The latest grocery share figures from Kantar Worldpanel, published today for the 12 weeks ending 30 September, show Sainsbury’s has delivered growth of 5.6%, lifting its share from 16.2% a year ago to 16.5%.

Edward Garner, director at Kantar Worldpanel, said: “Among the big four supermarkets, the stand out performance is from Sainsbury’s. 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 re-launch of its own-label range – both of which are proving popular with consumers.

“It has also been a record-breaking period for Waitrose, posting its highest-ever share of 4.7% and building on the strong performance we have seen over the past decade.”

The grocery market as a whole is growing at 3.9%. This is above the Kantar Worldpanel inflation measure of 2.6%, meaning that, despite a background of austerity, there is currently real growth in the market.

Asda has also out-performed the market adding 0.1 share points – this is lower than the growths seen earlier this year as the effect of the Netto stores acquisition drops out of the year-on-year comparisons.

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