Tesco has seen its market share fall for the first time in a decade, according to new data, as discount retailers continue to grow.

Figures from Kantar Worldpanel for the 12 weeks ending March 2nd show that Tesco’s market share fell 28.7% in the period, compared to 29.6% for last year and the lowest recorded market share for Tesco since January 2005, when it stood at 28.5%.

Chris Longbottom, director at Kantar Worldpanel, commented: “Over the past three years Waitrose, Aldi and Lidl have taken a combined 3.5 share points from the competition which equates to £4.4bn per year. This has put pressure on the big four supermarkets to compete for a shrinking middle ground and cut prices to directly combat the discounters.”