UK roundup: Latest Worldpanel data as Potts sets his priority for Asda turnaround

Worldpanel shows muted GB market growth in 12-weeks to November 

The latest 12-week data from Worldpanel by Numerator shows growth in the British grocery market at 1.7% for the period to 1 November.  Amongst the key players the figures indicate a divergence of outcomes with Tesco, Sainsbury’s, Aldi and Asda all underperforming the average, though only Asda saw sales actually falling (down 0.5%).  Meanwhile Lidl continued its record of strong outperformance up 6.6% and both Morrisons and Waitrose maintained an improving trend up 2.0% and 2.2% respectively. 

Insight Partner, Patrick Mitchell-Fox’s view: 

This latest release is notable for the light it sheds on the varying fortunes of two ‘recovery’ stories, with Morrisons now running ahead of the market again after a prolonged slowdown, while Asda has yet to regain significant positive momentum.  However, compared to all others its Ocado and M&S that are the stand-out performers, both running double-digit growth rates on 12.3% and 14.6%.  This is the thirtieth successive period that Ocado has sustained growth about 10%. 

Asda CEO: improving store standards the number one priority  

Asda’s new CEO, David Potts, has made improving store standards his number one priority for improving Asda’s trading performance. Having carried out his own secret shopper tour, Potts told staff Asda was making it harder than it should for shoppers to get what they want, navigate stores, and pay for shopping. Potts has instructed all general store managers to open more full-service checkouts, spend more time on the shopfloor and improve product availability and presentation. His aim is to make big basket shopping trips easier, improve the in-store experience and ensure shoppers can quickly find the products they need. 

Senior Insight Analyst, Alex Rowberry’s view:

Potts’ focus on store standards highlights how much work remains to be done to reverse the retailer’s sales decline. While Asda has strengthened its value credentials, improved the presentation of fresh produce and continues to invest in its loyalty proposition, these improvements can only translate into stronger sales if shoppers see a noticeable improvement in-store. Improving availability, presentation and service should help Asda capture more of the larger weekly shops that remain critical to supermarket performance during the peak Christmas trading period. 

CMA approves merger of Southern into Co-op Group 

The Competition and Markets Authority (CMA) has approved the proposal for Southern Co-op to become an integrated part of the national Co-op Group, conditional on the disposal of 15 grocery stores and two funeral homes where the tie-up has been found to diminish local competition.  Following the transfer of Southern’s businesses to Co-op Group ownership as a subsidiary earlier this year the process of full integration can now begin.  The disposal stores naturally come from across Southern’s trading area, including units in Kent, Sussex, Surrey, Wiltshire and Dorset but particularly in Hampshire which accounts for eight.  Thirteen of the 15 are from the Southern estate versus only two from Co-op Group. 

Insight Partner, Patrick Mitchell-Fox’s view:

The relatively small number of required store disposals (less than 10% of the Southern estate) shows the limited scale of overlap between the two co-operative societies, meaning that the completion of the merger does bring Co-op Group a material boost to the scale and coverage of its grocery retailing business.   Following the completion of the merger Co-op Group will gain an incremental 158 grocery stores taking its total to 2,458. 

Lidl Deluxe sales exceed £1bn 

Lidl’s premium own-label range, Deluxe, generated £1.07bn in the year to September 2026, an increase of £100m, with sales rising 12% year on year. More than half of British households and three-quarters of shoppers now buy from the range, demonstrating the broadening appeal of affordable premium products. Investment in product quality, refreshed packaging and doubled marketing spend has supported growth, while more than 130 new products are being introduced for Christmas. 

Insight Partner, Dan Butler‘s view:

Premium private label enables shoppers to enjoy higher-quality and more indulgent products at a lower price than comparable brands or eating out, making it particularly attractive while household budgets remain under pressure. Deluxe’s growth reinforces the need to treat premium private label as a year-round source of differentiation and loyalty, supported by credible quality cues, distinctive innovation and accessible pricing rather than relying mainly on seasonal ranges. Suppliers have opportunities to support retailers with exclusive recipes, premium ingredients and specialist manufacturing capabilities. 

 Parfetts (Go Local Wholesale) boosts retail support team to 75 

With the stated target of growing its Go Local symbol group to 3,000 stores within the next two-years, Parfetts has expanded its retail field team from 55 to 75 in the drive to recruit 500 new retailers a-year going forward.   The new retail development advisors will significantly enhance network coverage working directly with retailers to drive store performance, providing support across key areas including product ranging, promotional planning, merchandising and store development. 

Insight Partner, Patrick Mitchell-Fox’s view:

Putting ‘feet on the street’ is an important means of building and maintaining relationships between wholesalers and retailers, with investment in this human connection a key way to demonstrate wholesaler commitment to retailer success.  This move of Parfetts, to further up its game, comes shortly after competitor Bestway Wholesale announced the recruitment of 23 new managers to its field team, reflecting an intensifying battle amongst wholesalers to engage with independent retailers, to drive greater share of spend and loyalty from these valuable customers.