Morrisons outperforms rivals with sales up 8%

Supermarket giant Morrisons has proved itself as Britain’s best performing supermarket with sales (excluding fuel) up 8.2% in the six weeks to 4 January.

Sales were boosted by its organic and value ranges and the group attracted over 2 million more shoppers than last year.

The group, based in Bradford, said a large number of middle-class shoppers had switched to its stores, attracted by lower prices at its organic counters.

Tesco, which is the UK’s biggest supermarket with a 30% share, announced sales of 2.5%, while Sainsbury’s announced that sales were up 4.5%.

Asda, which is the UK’s second largest supermarket, does not provide detailed figures but market research groups TNS has indicated that it did not match the performance from Morrisons.

However, Morrisons remains cautious about the outlook as it believes consumers will continue to tighten their purse strings as the recession takes hold.

Analysts believe that Morrisons is gradually closing in on Sainsbury’s with regard to market share. According to TNS, the supermarket reached its highest market share to date in the 12 weeks to the end of December of nearly 12%.

Story link: Morrisons outperforms rivals with sales up 8%