Asda has seen its market share fall to its lowest level since November 2008 as shoppers take advantage of low food price inflation.
The latest Kantar Worldpanel data reveals consumers are buying more premium groceries.
UK grocery sales rose 3.7 per cent year-on-year in the 12 weeks to June 13, including food price inflation of 1.5 per cent.
Among the top four supermarkets Morrisons saw the fastest growth, with sales up 6.1 per cent. It was followed by Sainsbury’s on 4.4 per cent, UK number one Tesco 3.7 per cent and Asda on 2.7 per cent.
According to analysts, part of Asda's recent underperformance due to it opening fewer new stores than its rivals.
Upmarket chain Waitrose which has been expanding rapidly, saw sales growth of 11.2 per cent. Somerfield conversions continue to lift the Co-operative’s share.
Edward Garner, communications director for Kantar Worldpanel, said: “It’s interesting to see shoppers continuing to trade up as demonstrated by Sainsbury’s and Waitrose as well as Tesco Finest. As we emerge from the grip of the recession, quality is back on the agenda. This has come to Asda’s attention with their latest drive to promote their prize-winning products alongside the value message we’ve seen in recent months.”
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