Supermarket chain of UK, J Sainsbury PLC has seen its market share rise in the past 12 weeks for the time period ending December 26. The data was revealed by Kantar Worldpanel.

Past has also shown that during the festive season especially during Christmas, the retailer sees a surge in its sales and this time of the year was no different. The no. 3 in the market saw its share rise by 16.6 per cent for 12-week period as against a rise of 16.3 per cent that was seen during last year.

But while this rise may sound great, it is nothing in front of the fall of 30.7 per cent that was witnessed by Tesco PLC. Post the decrease, the market share of the close rival of J Sainsbury is at 30.5 per cent. Even the second biggest company, Asda Group also saw a decrease which was at 16.8 per cent as against 16.9 per cent during the last year. Asda is Walmart's subsidiary.

Moreover, other players like Wm. Morrison Supermarkets PLC also saw the share go down by 12.2 per cent as against 12.3 per cent for the same period.