Waitrose has continued to increase its market share as the retail market continues to polarise
Waitrose has vowed to ’outsmart the discounters as it continues to gain market share.
Gross sales have increased 2.2 per cent in the past year and market share is now at 5.4 per cent, according to figures from Kantar Worldpanel.
Speaking at the Waitrose Farming Partnership conference, Rupert Thomas, marketing director said Waitrose needed to continue to differentiate itself and rally against the idea it was only for ’posh people’.
Transactions are up 250,000 per week and online sales have increased by 4.3 per cent.
"99p bacon comes at a huge price. We do not think it is good quality or produced in a good quality way," Mr Thomas said.
"Just because food looks the same, does not mean it is the same."
He pointed to Waitrose's animal welfare values such as providing dairy cows with 187 days grazing and chickens from family run British farms.
"No laws require us to do that, our values do. Other supermarkets cannot say those things."
Ethics 'are here to stay' despite Brexit challenges, according to Waitrose managing director Rob Collins.
"I am determined only food produced to British standards of animal welfare finds its way into our shops post-Brexit. Waitrose should be a force for good and show there is another way."
In response to a question concerning Waitrose use of New Zealand lamb in its 'Duchy brand', Heather Jenkins, director of buying for meat, poultry, fish, frozen food and dairy, defended its use out of British season.
She said: "Our focus is on sourcing UK food from here in the first instance.
"It is about quality. New Zealand lamb provides consistent quality 52 weeks of the year."