M&S has overtaken Waitrose as Middle England’s favourite supermarket, marking a significant shift in consumer preference ahead of Christmas.
- For the first time, M&S has surpassed Waitrose in non-festive periods, a notable achievement considering the usual holiday spending patterns.
- Unpublished market data reveals M&S’s sales growth leading in the past month, outperforming all other supermarkets.
- Kantar data shows M&S’s market share at 4.03%, while Waitrose’s share has decreased to 3.91%.
- M&S has experienced the highest sales increase, with a significant 11% year-on-year growth, compared to lower rates for competitors.
In a notable shift within the retail sector, M&S has emerged as the preferred supermarket for Middle England, overtaking Waitrose at a crucial time ahead of the festive season. This development is particularly significant as it is the first occurrence outside the traditional holiday spending peak, indicating a genuine shift in consumer allegiance.
Previously unpublished market data accessed by The Telegraph highlights that M&S has gained substantial traction in sales over the past month. M&S’s growth rate surpassed any other supermarket, signaling a shift in consumer patterns. Analysts describe this trend as a clear indication of M&S’s growing momentum in the grocery sector.
According to Kantar’s recent analysis, M&S now holds a 4.03% share of the grocery market for the four weeks leading up to 3 November. This figure reflects an increase from 3.76% a year ago. Meanwhile, Waitrose experienced a decline, with its market share falling to 3.91% from 4.02% in the previous year. This data underscores the ongoing competition between these premium grocers.
M&S recorded the highest sales increase among leading supermarkets during this period, with an impressive year-on-year surge of 11%. In comparison, Lidl, Sainsbury’s, and Tesco reported growth rates of 6.9%, 6.3%, and 5.8%, respectively. Waitrose, on the other hand, saw a modest 1% increase, outperforming only Asda and the Co-op.
Industry analysts attribute M&S’s success to its robust performance in grocery sales, particularly in areas such as produce, meat, and dairy. Additionally, the retailer’s strong programme of innovation and enhanced perception of value have contributed to this upward trajectory. Financial reports indicate that M&S has enjoyed four consecutive years of market share growth, with profits before tax and adjustments rising by over 17% to reach £407.8 million.
This shift in consumer preference places M&S in a favourable position as the festive season approaches.
