Asda, the debt-laden supermarket chain, has emerged as the weakest performer amongst British grocers during the crucial Christmas trading period. The private equity-controlled retailer experienced a concerning 5.8% decline in sales throughout the 12 weeks leading to 29 December, resulting in a significant market share reduction from 13.5% to 12.5%, according to data from market research specialist Kantar.
The Leeds-based retailer’s struggles come amidst mounting pressure from its substantial debt burden, acquired during its £6.8 billion takeover by TDR and the Issa brothers in 2021. The weight of this leveraged buyout has notably hampered Asda’s ability to compete effectively on pricing against aggressive discounters like Aldi and Lidl.
The supermarket landscape witnessed Tesco strengthening its market-leading position, expanding its share by 0.8 percentage points to reach 28.5%. Sainsbury’s demonstrated robust performance, achieving its strongest market position since December 2019 at 16%, while German discounters Aldi and Lidl recorded their highest-ever festive quarter market shares at 10% and 7.3% respectively.
The broader grocery sector experienced heightened inflation, climbing to 3.7% in December from November’s 2.6%. Despite these challenging conditions, overall grocery sales grew by 2.1% in the four weeks to 29 December, with British households spending an average of £460 on groceries during this period.
Lord Rose of Monewden, Asda’s former chairman, had previously acknowledged the company’s operational challenges, stating in November that the retailer had “not been as sharp on our trading stance as we should have been,” while recognising losses in both market share and momentum. The supermarket chain’s current trajectory raises questions about its ability to recover ground in an increasingly competitive market.
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