M&S has claimed the top spot over Waitrose as Middle England’s favourite grocer for the first time outside the festive season.
- Recent data shows M&S’s grocery market share has risen to 4.03%, surpassing Waitrose’s 3.91%.
- M&S experienced a significant sales increase of 11%, leading growth among major supermarkets.
- Waitrose’s market share dropped from 4.02% to 3.91%, with only a modest 1% sales growth.
- M&S attributes its success to strong value perception and innovative product offerings.
M&S has overtaken Waitrose as the preferred supermarket for Middle England shoppers for the first time in a non-festive period. Traditionally, such shifts occur around holiday seasons, influenced by increased spending. This development highlights a significant change in consumer preferences.
According to market analysts, M&S’s grocery market share climbed to 4.03% for the four weeks ending 3 November, a rise from 3.76% the previous year. In contrast, Waitrose’s share slipped to 3.91% from 4.02% a year earlier. These figures indicate a clear preference shift among consumers.
M&S demonstrated remarkable performance with an 11% year-on-year sales growth during this period, outperforming other leading supermarkets such as Lidl, Sainsbury’s, and Tesco. Waitrose recorded a more modest 1% sales increase, only surpassing Asda and the Co-op among its peers.
The recent data from Kantar was described by analysts as a definitive sign of M&S’s growing momentum in the grocery sector. The retailer’s continued success was further cemented as it posted a substantial rise in half-year profits, driven by strong clothing and food sales.
M&S’s success is attributed to its focus on fresh produce, meat, and dairy, alongside a robust innovation programme. The company’s emphasis on offering perceived value has been a significant factor in winning over customers, achieving the strongest value perception in over a decade.
M&S’s strategic focus on value and innovation has helped it gain significant traction in the competitive grocery market.
