In a significant development in the UK grocery sector, M&S has overtaken Waitrose to become Middle England’s preferred grocer outside the festive season.
M&S has achieved a notable milestone by surpassing Waitrose in grocery market share for the first time outside the traditional Christmas period. According to recent data from Kantar, M&S commanded 4.03% of the grocery market during the four weeks leading up to 3rd November, compared to 3.76% for the same period the previous year. Meanwhile, Waitrose experienced a decline from 4.02% to 3.91%.
This shift in consumer preference is evident from M&S’s impressive year-on-year sales increase of 11%, the highest growth rate among major grocers in this period. Other competitors such as Lidl, Sainsbury’s and Tesco also saw increases, albeit at lower percentages. Lidl’s sales rose by 6.9%, Sainsbury’s by 6.3%, and Tesco by 5.8%.
The momentum for M&S comes amidst a broader strategy aimed at positioning itself as the ‘most trusted retailer’. The company reported a 17.2% surge in first-half profits, reaching £407.8 million, with the food division seeing an 8.1% rise in sales. Adjusted operating profit for its food division slightly increased to £242.2 million.
Analysts highlight M&S’s growth in fresh produce, meat, and dairy as key drivers behind this success. Furthermore, the retailer’s emphasis on innovation and maintaining a strong value perception has resonated well with consumers, contributing to their favourable market position.
M&S’s recent achievements underline a significant shift in the UK grocery landscape, demonstrating its growing influence and competitiveness beyond seasonal peaks.
