Sainsbury stands out as Tesco and Morrison sales fall, Kantar shows

Difficult conditions continued for the industry, with total grocery market sales in the 12 weeks to 6 December up by only 0.1% compared to the same period last year.

The latest period represented the lowest growth since June and was the ninth consecutive month where sales have increased by less than 1%, Kantar said.

Consumers are set to benefit from the cut-throat price war in the industry, as the Big Four fight to defend their territory from the fast-growing limited assortment discounters (LADs), Aldi and Lidl, with grocery deflation accelerating to 1.9% in the period from 1.7% a month ago.

With all supermarkets cutting prices, particularly staples like eggs and butter, the cost of everyday groceries fell by 1.9% this month, meaning the £71.33 spent on the 'big Christmas shop' last year should be trimmed.

While its rivals struggle, Sainsbury's is making gains, increasing sales 1.2% and growing across its convenience, supermarket and online businesses to expand its market share to 16.7%.

Last month Sainsbury's was the first major supermarket to claim a market share increase for over a year when it took a 16.6% gain.

On the other side of the coin, sales fell at both Tesco and Asda by 3.4%, though both managed to increase sales online, while Morrisons revenues were down by 2%.

Kantar said Aldi and Lidl held onto their combined 10% share of the market achieved last month, growing sales by 15.4% and 17.9% respectively year-on-year.

Co-operative and Waitrose both gained market share, with the Co-op’s revival continuing with sales growth of 2% and an increased market share of 6.2% while Waitrose grew revenues by 2.7% to hold a 5.1% share of the market.