The overall grocery sector grew 3.2% in the 12 weeks to Nov 29, but multiples saw almost double that rate with a 5.6% increase.
Retailer services senior manager Mike Watkins said: "Shoppers continue to hunt out the best value and perceive that this can be found at the hypermarkets. In the larger out-of-town stores growth reached 6% year on year in the 12 weeks to Nov 29, whereas the smallest convenience outlets declined by almost 2% over the same period.
Nielsen has also predicted a bumper festive season for Morrisons.
"Sales are accelerating just in time for peak Christmas trading as shoppers take advantage of the retailer's strong and unique promotions, such as £20 off your Christmas shop," said Watkins.
"We know that over 50% of shoppers will be constantly looking for the best prices and promotions when shopping for food this Christmas, and Morrisons currently looks appealing to shoppers who are looking for some festive cheer."