If you take a look at the headlines this morning it is difficult to believe the analysts are talking about the same company.
The Telegraph said “well done Sainsbury”, Reuters, “Sainsbury on road to recovery,” yet The Guardian talked about “flat profits disappointing” the city while the Scotsman said “Sainsbury comes up short as profits slide.”
No prizes for guessing which side of the divide the management at the supermarket have taken. They said, “Sainsbury’s is great again.”
There’s no doubt, that under the new management, headed by Justin King, the slide at Sainsbury’s has been reversed - but whether this is permanent or just a blip only time will tell.
Like for like sales have been up for three quarters in a row now, and its market share is climbing. According to TNS, its share for the 12 weeks to 8 November climbed to 15.7%, from 15.5% a year ago, and 15.3% in the 12 weeks to September 2004.
Okay, that’s not a massive turnaround - but it is a reversal. The store has improved its stock control, - in the past customers used to complain about empty shelves, that’s changed, and the onus is on fresh food - a message supported by the cheeky chef himself in the company’s seemingly ubiquitous ads.
On the other hand, underlying profit before tax came in at just £118m, from £117m this time last year, short of market expectations- and not exactly heady growth. Some analysts have been focusing on the Sainsbury pe ratio, saying that the current share price gives the company a forward pe of 29.4, compared to just 15.7 for Tesco.
The average price of goods sold in the supermarket is now at the same level as 1997, price deflation like that is hardly conducive to profit growth - research still indicates Sainsbury’s is more expensive then its big three rivals, and yet, somehow, Tesco manages to grow its profits.
Sometimes, it seems to us, that you can gauge how well a store is doing just by shopping there. Frankly the writing was on the wall for Sainsbury’s for years- Tesco’s rise could have been predicted by shoppers, and yes, in our opinion, there is a hint, just a hint- that Sainsbury’s is getting better. But great, no. Maybe its boss, unlike a previous King, has stopped the tide.
Meanwhile, there’s also a sign that the decline at Morrison has stopped. The integration of Safeway into Ken Morrison’s empire has been beset with problems- market share has dwindled, profits have been re-stated- downwards- and shares have not looked good. But the latest TNS survey shows that market share at last appears to be climbing.



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