Consumers in the UK are continuing to trade up as the recession tails off, according to the latest data from Kantar Worldpanel.

The total UK grocery market grew by 3.7% year-on-year in the 12 weeks to 13 June.

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Kantar said that growth outpaced inflation of 1.5%, indicating that shoppers are reaching for premium ranges such as Tesco Finest and Morrisons’ The Best. 

Meanwhile, the Kantar analysts said upmarket retailer Waitrose continued to see “remarkably consistent” growth in its share of the UK grocery sector, up from a low point of 3.6% in November 2008 to a current 4.2%. 

Among the top four retailers, Tesco sales were up 3.7% but its market share remained constant at 30.8%. Sainsbury’s sales rose 4.4%, while its market share inched up to 16.2%. Morrisons’ sales increased 6.1% and its market share climbed to 11.9%.

Asda, however, has continued to underperform with its market share back down to a level not seen since November 2008. Sales rose 2.7% but its market share dipped to 16.7%, compared to 16.8% in the prior year.

Edward Garner, communications director for Kantar Worldpanel, said that 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,” Garner said.