Asda lagging behind Big 4 rivals, says investment bank

Asda has been labelled the “laggard” of the Big 4 grocers as sales remained muted in the run-up to Christmas.

The supermarket, which accounts for 14 per cent of the grocery market, saw demand increase 2.3 per cent since 2019 in the four weeks to 28 November.

By contrast, Tesco’s sales rose by 8.9 per cent, Sainsbury’s by 4.6 per cent, and Morrisons by 3.5 per cent.

This is despite Asda being crowned November’s cheapest Big 4 supermarket, extending its winning streak to 23 months.

READ MORE: Asda sales dip 0.7% as online demand wanes

“[Tesco’s] lead of the Big 4 has built further, with Asda the ongoing laggard,” investment bank Jefferies said.

However, it noted that Asda was beating Britain’s biggest retailer in online sales growth.

Waitrose leads supermarkets in the shift to e-commerce, with sales soaring 170 per cent since 2019.

Morrisons and Sainsbury’s grabbed silver and bronze on 104 per cent and 79 per cent, followed by Asda (70 per cent) and Tesco (68 per cent).

It comes as Kantar data revealed Tesco had increased its domination of the grocery market to 27.7 per cent, its highest jump since 2007.

Along with Aldi and Lidl, it was the only supermarket to increase its market share in the last 12 weeks.

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