By Tapan Panchal

LONDON--J Sainsbury PLC (SBRY.LN) Wednesday reported a fall in quarterly sales amid cut-throat competition among U.K. supermarket chains.

"In the second quarter, our performance has been impacted by the accelerated pace of change in the grocery market, including significant pricing activity and food price deflation in many areas," Chief Executive Mike Coupe said.

"These conditions are likely to persist for the foreseeable future and we now expect our like-for-like sales in the second half of the year to be similar to the first half," Mr. Coupe added.

For the 16 weeks to Sept. 27 , the grocery chain reported a 2.8% fall in same-store sales, excluding fuel, a third successive quarterly decline. Total quarterly sales, excluding fuel, declined 0.8%.

Sainsbury posted a 2.1% fall in same-store sales, excluding fuel, for the first half of the year. Total sales for period, excluding fuel, were flat.

Write to Tapan Panchal at tapan.panchal@wsj.com

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