Supermarket Wars Latest

Discount supermarkets continue to gain ground as the battle for your weekly grocery order intensifies.

Perceived low price store Morrisons was the fastest growing of the big four in the 12 weeks to Jan. 25, with sales up 9.7 percent within a market growing by 6.4 percent. Asda also saw growth outstrip the sector average, posting a sales increase of 8.1 percent.

The UK's top-dog Tesco only saw sales increase by 4.7 percent during the same period, whilst "upmarket" Waitrose saw sales increase by just 0.7 percent.

The hardcore pile 'em high and sell 'em cheap approach of Aldi saw it achieve the most impressive growth in the period with sales up 24.1 percent. Iceland - didn't their Christmas TV ad make you want to throw - weighed in with a sales increase of 14 percent. There obviously are a few Jason Donavan fans left.

Tesco had 30.7 percent of the UK market for the 12-week period, down from 31.2 percent a year ago. Second-placed Asda has 17.2 percent (from 16.9), third placed Sainsburys 16.3 percent and Morrisons 11.9 percent.

Data for just the four week period to Jan. 25 shows Tesco with 30.3 percent of the UK market, Asda 17.8 percent, Sainsburys 16.3 percent and Morrisons 11.9 percent.