M&S has overtaken Waitrose outside of the festive period for the first time as it claims the title of Middle England’s top grocer.

According to unpublished market data from Kantar, seen by The Telegraph, for the four weeks to 3 November, M&S held 4.03% grocery market share, in comparison to 3.76% over the same period in 2023, while Waitrose’s share fell from 4.02% last year to 3.91%.

The data also revealed that M&S overtook Waitrose in sales over the past month with a year-on-year jump of 11% – stronger growth than any other grocer.

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Lidl’s sales increased 6.9%, with a 6.3% rise at Sainsbury’s and 5.8% at Tesco, while Waitrose saw a slight 1% uptick, only outpacing Co-op and Asda.

Analysts told the title that the latest data was a “clear measure of the momentum M&S has”.

It comes as last week, M&S’ first-half profits surged on the back of growing food sales as the grocer continues its strategy to be the “most trusted retailer”.

Profit before tax soared 17.2% to £407.8m and in its food division, adjusted operating profit edged up 0.5% to £242.2m while food sales jumped 8.1%.

The upmarket retailer said grocery growth was driven by produce, meat and dairy, as well as a strong programme of innovation, and having the “strongest value perception in over a decade”.