Sainsbury's on the slide
The supermarket had long been the best performing of the big four supermarkets, but stiff competition from the likes of Lidl and Aldi, and shoppers no longer sticking to one brand of supermarket due to better bargains elsewhere.
This drop is the latest in a long line of supermarket woes, with the main four suffering cuts and lower profits.
Analysts at Deutsche Bank said: "These numbers will raise questions as to whether Sainsbury’s is participating sufficiently in recent price investments to maintain its competitiveness."
Tesco's sales also fell 3%, and saw its market share reduced to 28.6% after a tricky period which has led to an overhaul in its price promise and marketing spend.
In the 12 weeks to March 30, Morrisons sales also fell 3.8%. The best performer out of the “big four” was Asda, whose sales still fell 0.5%. Meanwhile, Aldi and Lidl grew at a record pace in the last 12 weeks, and now have an overall combined share of 8%.
If you've been in any of these shops lately, not one bit of it will surprise you. The big guns really need to look at the way they do business.