The Co-operative Food saw an increase in market share and sales in the four weeks to 11 October compared with the previous year, as Sainsbury’s and Tesco’s figures continued to decline, according to the latest market data from Nielsen.

Sales at the Co-operative rose by 1.1% and market share by 0.1% to 5.9% as the “turnaround” in its fortune continued, said Nielsen’s UK head of retailer and business insight Mike Watkins.

“A focus on food to go categories and fresh produce, alongside store development, have contributed to shoppers visiting more frequently in recent weeks,” he added.

Asda was the only Big Four supermarket group to register a rise in sales and market share (both at 0.1%), as Tesco’s sales dropped 5.2% on the same period last year. Its market share fell by 1.4% to 27.8%.

Morrisons and Sainsbury’s both recorded a sales decline of around 2% and their market share dipped. Aldi and Lidl continue to grow their market share, while their sales increased by 20.8% and 16.1% respectively.

The leading supermarkets spent 3.6% less on TV and press advertising during the period, but Lidl’s spend almost trebled to £4.9m - second only to Asda (£5.0m).

“New TV advertising from Lidl and Aldi, focusing on saving money and offering good quality, is adding to the discounters’ sales momentum,” said Watkins.