'Stay-at-home treats' boost Waitrose

UPMARKET grocer Waitrose grabbed a record share of supermarket sales last month as shoppers sought stay-at-home treats in the economic gloom, new figures revealed.

Waitrose saw its market share rise to 4.3 per cent in the 12 weeks to 21 February from the same period a year ago as the firm also upped store numbers, according to the latest data from industry researcher Kantar Worldpanel.

John Lewis Partnership-owned Waitrose saw the second-highest rate of year-on-year sales growth, at 15.5 per cent, after Co-operative's 16.3 per cent rise, which was boosted by the integration of Somerfield.

Fraser McKevitt, Kantar Worldpanel retail analyst, said "They have opened a lot of stores, which has helped their sales figures.

"It has made a Waitrose accessible to much more of the population.

"They have managed to prove that even in a recession the search for value doesn't necessarily mean buying the cheapest."

However, he said the firm might find it hard to keep up the momentum of recent gains.

Tesco's market share was 30.4 per cent last month, up from 30.1 per cent in February 2009.

Asda – owned by US firm Wal-Mart – saw its market share dip in January for the first time in two years and the firm was again lower against 2009, with a share of 17 per cent in February, compared with 17.2 per cent last year.