It reported an 8.2% increase in like-for-like sales for the six weeks to 4 January. Morrisons chief executive Marc Bolland said the supermarket's ‘industry leading price crunching deals and promotional offers' had attracted 2.2m extra shoppers into the supermarket.
Morrisons saw the biggest growth in its market share than any of the other big five supermarkets. It increased its share in the grocery market by 9.7% in the 12 weeks to December 28, according to TNS Worldpanel. Bolland said that Morrisons had benefited more than other supermarkets from affluent customers trading down from premium supermarkets, attracted by its Market Street fresh food line.
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