Grocery data divides opinion on Clubcard 2 impact on Tesco

TNS Worldpanel grocery market share data showed that Tesco lagged the market and registered the lowest growth of the big four grocers. Tesco's sales rose 4.6% while the market increased by 5.2% in the 12 weeks to September 6.

TNS Wordpanel director Ed Garner said: "It is too early yet to assess the impact of Tesco's Clubcard 2 within this 12-week period and the Tesco share continues under pressure."

However Nielsen found that Tesco's sales rose by 5.1% in the 12 weeks to September 5 and by 5.4% in the final four weeks of the period.

Nielsen senior manager, retailer services, Mike Watkins said:"This time last year Tesco launched discount brands and the impact over the last 12 months was to deflate category value growths during a period of high food inflation.

"Nielsen's initial assessment of Clubcard 2 is that it has helped spend per visit by up to 5% as shoppers maximise spend within Tesco.

"In the last four weeks it has also helped maintain Tesco total till growths above 5% which is ahead of Sainsbury's for the first time in a year, other than at Christmas."

According to TNS, Morrisons' sales advanced 9.3%, Asda's 7.8% and Sainsbury's 7% in the 12 weeks. The star performer in the period was John Lewis-owned Waitrose, which recorded an 11.2% rise helped by its acquisition of former Somerfield stores.

Discount grocers' growth was again below the highs reached last year. Aldi was up by 8%. Between them Asda, Morrisons and Sainsbury's took 1.1 percentage points of share.

TNS Worldpanel Grocery market share data, August 2009