Feeling market share pressure
Sainsbury’s is the second largest grocery retailer in the United Kingdom, with over 1,400 stores spread across the country. Its slogan is ’Live Well for Less’, and its vision is to be the most trusted retailer where people love to work and shop. Up until 2014, the UK grocery market operated under a simple three-tier system. Waitrose and Marks & Spencer catered to the affluent; Morrisons and Asda served the more cost-conscious consumers; and Tesco and Sainsbury's attracted everyone in between. However, that changed with the arrival of German chains Aldi and Lidl, who disrupted that structure. The traditional big players have been forced into a corner, and have had to compete on price while facing increased market share pressure.