Woolworths grows market share in 2018

Woolworths has increased its lead as Australia’s top grocery retailer increasing its share of Australia’s total grocery market to 34% in 2018, up 1.4ppts from a year ago according to Roy Morgan’s latest survey data contained within the Supermarket & Fresh Food Currency Report.

While Woolworths increased its market share the newly independent Coles now has a share of 27.6% of the total grocery market down 1.6ppts on a year ago. German supermarket Aldi has had a good year in 2018 growing its market share to 11.4%, up 0.5ppts from a year ago.

Woolworths dominance is built on strong leads in key fresh food categories with the Sydney-headquartered retailer holding the largest market share in dollar terms for fresh meat, fresh deli, fresh bread and fresh fruit and vegetables ahead of Coles, Aldi and IGA supermarkets.

Over the last year Woolworths has grown its market share in dollar terms across all four fresh food sub-categories and increased its lead over nearest rival Coles. The two brands currently dominate Australia’s fresh food markets holding over 50% of each of the fresh food markets.

The December Supermarket & Fresh Food Currency Report is compiled from data collected as part of Roy Morgan’s Single Source survey, which involves more than 50,000 in-home, face-to-face interviews each year, including more than 12,000 detailed surveys of grocery and fresh food buying behaviour.

Single Source data can provide subscribers with granular data on all kinds of fresh foods and groceries buying behaviour, as well as satisfaction levels with individual retail brands.

Michele Levine, Roy Morgan CEO, comments that the impressive performance of Woolworths over the last year has Australia’s leading grocery retailer in a strong position to deal with the entry of German ‘hypermarket’ Kaufland into Australia’s $100 billion+ grocery market.

“Australia’s leading supermarket chain Woolworths has increased its lead in Australia’s increasingly competitive grocery market in 2018 now capturing over a third of Australia’s total grocery spend in 2018 – up 1.4ppts to 34% from a year ago. The successful year for Woolworths has been built upon strong performances across the four key categories of fresh food. Woolworthshas grown its market share in dollar terms for fresh meat, fresh deli, fresh bread and also fresh fruit and vegetables and is the market leader in all four categories ahead of main rival Coles,” she said.