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Sainsbury's outperforms big four rivals at Christmas as Co-op also gains share

Sainsbury’s outperformed its big four grocery rivals again during the Christmas trading period as sales advanced 0.8%, according to Kantar data.

According to Retail Week, the supermarket giant’s premium Taste the Difference range helped it attract 114,000 new shoppers during the 12 weeks to January 3, as consumers traded up during the festive season. That helped its market share edge up to 17% from 16.9% in the same period in the previous year.

It comes 24 hours before Sainsbury’s unveils its Christmas trading performance, with Tesco set to follow on Thursday.

Morrisons revelaed a 2.0% increase in Christmas like-for-like sales earlier this morning.

The Co-op also won share at Christmas for the first time since it acquired Somerfield.

The mutual enjoyed sales growth of 1.4%, helping its market share edge up to 6% from 5.9% in the previous year.

Market leader Tesco suffered a 2.7% drop in sales, although an investment in its ‘festive five’ fruit and vegetables promotion helped slow the embattled grocer’s sales decline. It is an improvement on the 3.4% decline recorded in the 12 weeks to December 6.

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