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Tesco’s Market Share and Sales Growth: An In-Depth Analysis

Published by Paul
Edited: 1 month ago
Published: June 17, 2024

Tesco’s Market Share and Sales Growth: An In-depth Analysis Tesco plc, Britain’s largest retailer, has witnessed a significant shift in its market share and sales growth over the past decade. The supermarket giant, which once ruled the UK retail sector with an iron fist, has faced unprecedented competition from various

Tesco's Market Share and Sales Growth: An In-Depth Analysis

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Tesco’s Market Share and Sales Growth: An In-depth Analysis

Tesco plc, Britain’s largest retailer, has witnessed a significant shift in its market share and sales growth over the past decade. The supermarket giant, which once ruled the UK retail sector with an iron fist, has faced

unprecedented competition

from various players. This in-depth analysis aims to examine the key factors influencing Tesco’s market share and sales growth.

The Emergence of Discount Retailers:

One major contributing factor to Tesco’s declining market share has been the ascent of discount retailers. Players like Aldi and Lidl have gained significant ground in the UK market with their low-price strategy. According to link, Tesco’s market share dropped from 30.5% in 2014 to 27.8% in 2020, while Aldi and Lidl’s combined market share increased from 11.6% to 14.3%.

Online Shopping Trend:

Another significant trend impacting Tesco’s sales growth is the rise of online shopping


. According to a link, online sales in the UK grocery market are projected to reach £18.5 billion by 2024, up from £11.6 billion in 2019. Tesco, however, has been relatively slow to adapt to this trend compared to its rivals like Ocado and Amazon.

Price Wars:

The UK retail sector has also been plagued with price wars

, leading to intense competition among supermarkets. Tesco, in a bid to retain market share and sales growth, has been forced to lower prices on many items. Although this strategy has helped Tesco maintain its customer base, it has impacted the company’s bottom line due to reduced profit margins.


In conclusion, Tesco’s declining market share and sales growth can be attributed to several factors including the rise of discount retailers, online shopping trend, and price wars. To regain its competitive edge, Tesco needs to adapt to these trends by focusing on improving its online presence and offering more competitive prices while maintaining profitability.


An In-depth Analysis of Tesco’s Market Position, Sales Trends, and Growth Strategies

Tesco, a leading global supermarket chain, has been a significant player in the retail industry for several decades. With its

humble beginnings

as a Slavonian market stall in 1924, Tesco has grown exponentially, now operating over 7,000 stores across 13 countries worldwide. The


of understanding Tesco’s market share and sales growth cannot be overstated, as it provides valuable insights into the company’s current position within the competitive retail landscape. In this article, we aim to

comprehensively analyze

Tesco’s market position, sales trends, and growth strategies that have contributed to its success and continued expansion.

First, let us examine Tesco’s

market share

. According to recent market research reports, Tesco holds the third-largest supermarket market share in Europe, with a 29.3% share behind




. Tesco’s market dominance is particularly significant in the UK, where it controls approximately a quarter of the grocery market. By maintaining this position and continuing to grow its customer base, Tesco ensures that it remains a formidable competitor in the retail sector.

Next, we will discuss

Tesco’s sales trends

. Despite facing various challenges such as increased competition from discounters like Aldi and Lidl, Tesco has shown resilience in maintaining consistent sales growth. In the past year alone, the company reported a

2.3% increase

in like-for-like sales, driven by its renewed focus on price competition and innovation. Tesco’s success in adapting to changing consumer preferences and market dynamics is a testament to the company’s ability to evolve and thrive in an increasingly competitive retail environment.

Finally, we will explore

Tesco’s growth strategies

. In response to the intensifying competition and changing consumer preferences, Tesco has implemented various initiatives to maintain its market position and drive sales growth. These strategies include: expanding its non-food offerings, improving its online presence through and its click-and-collect service, and enhancing its customer experience through loyalty programs and personalized shopping offers. By continuing to innovate and adapt to the evolving retail landscape, Tesco is well-positioned to face future challenges and capitalize on emerging opportunities.


Market Share Analysis: Tesco’s Dominance in the UK Grocery Market


A. Tesco’s historical dominance in the UK grocery market:
Before the crisis, Tesco‘s market share in the UK stood at around 29.4% (link).
Key factors contributing to Tesco’s success included its wide range of products, competitive pricing, and convenient store locations (Source: Tesco Annual Report 2019/20).

Current state of Tesco’s market share in the UK:

B.1. In the current market, Tesco’s market share has declined to approximately 27.3% (link).
B.2. Several reasons have contributed to this decline, including increased competition from discounters like Aldi and Lidl, as well as Tesco’s own missteps in areas such as pricing and customer experience (link).

Analysis of Tesco’s competition in the UK market:

C.1. The market shares of Tesco’s top competitors are as follows:
– Sainsbury’s: 15.4%
– Asda: 15.2%
– Morrisons: 10.3%
C.2. Each competitor employs distinct growth strategies:
– Sainsbury’s: Acquisition of Argos and focus on click-and-collect services.
– Asda: Low prices and expansion into non-food categories.
– Morrisons: Revitalization of its core food business, including a renewed focus on fresh produce and store refurbishments.

Tesco’s market share outside the UK:

D.1. Tesco operates in several countries with notable market shares, including:
– Europe: 3.5%
– Asia: 10.9%
D.2. Key success stories include its expansion into Central Europe and South Korea, while challenges in countries like China and Thailand have required strategic adjustments (link).

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I Sales Growth Analysis of Tesco


Before the crisis, Tesco’s sales growth trend was robust due to several factors.


The supermarket chain expanded its presence both in the UK and internationally through acquisitions, mergers, and new store openings.

Strategic Initiatives:

Tesco implemented various strategic initiatives, such as investing in its online business and launching new formats like Tesco Express.

Current State of Tesco’s Sales Growth:

In the UK, Tesco’s sales growth has been sluggish in recent years. According to its link, sales figures from 2015 to 2020 show a decline in growth. Internationally, Tesco’s performance has also been lackluster, with losses incurred in regions like Asia and Eastern Europe.

Comparison with Competitors’ Sales Growth:

When compared to other major supermarket chains, Tesco’s sales growth doesn’t stack up as well. For instance, Sainsbury’s and Asda have reported stronger sales figures in the same period.

Examination of Tesco’s Growth Strategies:

To boost sales, Tesco has employed various strategies, including pricing, promotions, and new initiatives.


Tesco’s price war with competitors led to a race to the bottom, impacting profitability negatively.


Tesco relied heavily on promotional activity to drive sales, which often resulted in increased costs and lower margins.

New Initiatives:

Tesco has launched new initiatives like Tesco Express and Tesco Clubcard to attract customers and increase sales. These efforts, however, have yet to show significant impact on the company’s overall sales growth trend.

Factors Affecting Tesco’s Market Share and Sales Growth

Tesco plc, one of the world’s largest retailers, has faced various factors influencing its market share and sales growth. Let’s delve into some key areas:

Economic Conditions

Inflation, disposable income, and consumer sentiment play a significant role in Tesco’s performance. With rising inflation, the cost of goods for retailers increases, which may impact their profitability. Additionally, changes in consumer disposable income can shift spending patterns towards essentials or luxuries, depending on economic conditions. Consumer sentiment is another critical factor that influences retail sales, with confidence and optimism leading to increased spending.


Competitors’ responses to Tesco’s challenges and opportunities are essential for understanding market dynamics. Traditional supermarkets such as Sainsbury’s,


, and


have countered Tesco’s expansion by offering price discounts and improved product quality. Online retailers like AmazonFresh and


are gaining market share by providing convenience and competitive pricing. Tesco’s strategic responses, including price cuts, store closures, and increased focus on online sales, aim to maintain market position.

Customer Preferences and Shopping Habits

Customer preferences and shopping habits are continually evolving, making it crucial for retailers to adapt. Tesco has responded by expanding its product offerings through various channels – including fresh produce, clothing, and financial services – to cater to diverse customer needs. However, changing consumer shopping habits, such as a preference for local or independent stores and increased online shopping, pose challenges that Tesco must address to retain market share.

Innovations in Technology, Retail Formats, and Supply Chain Management

Technological innovations, new retail formats, and improvements in

supply chain management

are transforming the retail industry. Tesco has embraced these changes through investments in digital platforms, automation, and omnichannel services to meet customer demands more effectively. Continuous innovation is necessary for Tesco to stay competitive, adapt to changing consumer preferences, and maintain its market position.



Tesco, once the leading supermarket chain in the UK, has seen its market share and sales growth take a hit in recent years. As of 2021, Tesco holds approximately 27% of the UK grocery market share, making it second behind Sainsbury’s. The company’s sales growth has also slowed down, with a 0.3% increase in the first quarter of 2021 compared to the same period in the previous year.

Recap: Current Market Share and Sales Growth Situation

Recent data indicates that Tesco’s market share has been declining, while competitors like Aldi and Lidl have seen growth. The company’s sales growth rate has also lagged behind that of its peers. However, it’s important to note that Tesco still generates substantial revenue and remains a major player in the industry.

SWOT Analysis: Insights into Strengths, Weaknesses, Opportunities, and Threats

Strengths: Tesco has a strong brand, extensive supply chain network, and large customer base. It also has a significant presence in international markets such as Central Europe, Asia, and the United States. Weaknesses: The company has been criticized for poor execution of its strategy in recent years, leading to a loss of market share. Additionally, Tesco’s heavy reliance on the UK market leaves it vulnerable to economic downturns. Opportunities: The growing trend towards online shopping and Tesco’s investment in its online platform provides an opportunity for growth. Furthermore, expanding into new markets or acquisitions could help boost sales. Threats: Competition from discounters like Aldi and Lidl, as well as the growth of online retailers, pose significant threats to Tesco.

Final Thoughts: Prospects for Future Growth and Strategies

Future Growth: Despite the challenges, Tesco has several opportunities for growth. The company’s focus on digital transformation and expansion into new markets are positive signs. Strategies: Tesco could consider partnering with other retailers or acquiring smaller players to expand its market share in the UK and overseas. Additionally, investing more in data analytics and personalized marketing could help improve customer engagement and loyalty.

In Conclusion

Tesco’s current market share and sales growth situation present challenges but also opportunities for the company. A SWOT analysis highlights Tesco’s strengths, weaknesses, opportunities, and threats. By focusing on its digital transformation, expanding into new markets, and improving customer engagement, Tesco can regain market share and remain a major player in the industry.

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June 17, 2024