In a significant shift in the grocery sector, M&S has overtaken Waitrose to become the leading grocer for Middle England, marking a pivotal moment outside of festive periods.
- M&S experienced a remarkable sales growth over the past month, surpassing Waitrose and other competitors.
- The latest market data highlights a noticeable increase in M&S’s share of the grocery market relative to last year, while Waitrose’s share saw a decline.
- M&S’s sales increase outpaced other major retailers, driven by strong performances in key categories.
- The retailer’s innovative approach and enhanced value perception have played a crucial role in its ascendancy.
M&S has risen to prominence as the leading grocer in Middle England, surpassing Waitrose for the first time outside the holiday season. This achievement was noted in unpublished market data reviewed by The Telegraph, which indicated M&S’s superior growth over competitors in recent weeks.
According to Kantar data, M&S’s share of the grocery market rose to 4.03% for the four weeks ending November 3, 2024, up from 3.76% the previous year. Conversely, Waitrose’s share dropped to 3.91% from 4.02% the year before. This shift highlights a substantial change in consumer preferences.
M&S not only outperformed Waitrose but also recorded the highest sales increase among supermarkets during this period with an impressive year-on-year growth of 11%. In contrast, Lidl achieved a growth of 6.9%, Sainsbury’s 6.3%, and Tesco 5.8%. Waitrose, however, posted a modest 1% growth, outpacing only Asda and the Co-op.
Analysts have noted that these results reflect the strong momentum M&S is currently enjoying. The company recently reported a surge in half-year profits, driven by successful clothing and food sales, marking its fourth consecutive year of market share growth.
Key factors contributing to M&S’s success include strong performances in produce, meat, and dairy categories, coupled with a robust program of innovation. Additionally, the brand has achieved its strongest value perception in over a decade, significantly enhancing its market position.
M&S’s strategic advancements and market momentum have firmly established it as Middle England’s top grocer.
