Latest Kantar Worldpanel share figures published
Grocery market monitoring agency Kantar Worldpanel has published its grocery market share figures for Ireland, for the week ending 25 March, showing a strong period for sales despite the apocalyptic weather.
Print10 April 2018
Kantar Worldpanel’s grocery market share figures for Ireland show sales growth during the 12 weeks to 25 March, despite the ‘Beast from the East’ bringing the country to a standstill.
The grocery market grew by 3.8% during this period, which was also bolstered by the Easter season which traditionally sees a surge in chocolate sales. But it was the timing of the snow storms that battered the country that were the main focus of the report.
“Although shoppers had upped their spend in preparation for the Beast from the East,” said Douglas Faughnan of Kantar Worldpanel, “the length of the storm meant that cupboards were emptied by the time it came to an end. As a result, in the week following the cold snap, Irish households spent €20.33 more than usual on restocking their kitchens.
Faughnan is consumer insight director at the agency.
“Far from denting the Irish grocery market,” he said, “the subsequent shopping rush meant that the Beast from the East made little impression on overall sales.”
On the topic of Easter, Faughnan said that confectionery sales rocketed during March. “Sales of Easter eggs and seasonal chocolate confectionery grew by 75.2% compared to this time last year,” he said. “Price rises of 2.4% did little to deter customers from their traditional chocolate treats.”
By 25 March, just over half of all households had purchased Easter treats, spending a total of €20.6m on chocolate.
Market share
Meanwhile, in the race for the top spot, competition remains tight among Ireland’s retailers. Although its market share is behind both Dunnes Stores and SuperValu, Tesco experienced its strongest sales growth in over six years – up 7.1%. It holds 21.9% of the market, while it is neck-and-neck between Dunnes Stores and SuperValu, both of which sit at 22.1%.
“Encouraging shoppers to splash out and spend more every time they shop has proved the key to Tesco’s success,” Faughnan added. “Over the past 12 weeks, customers upped their average spend by €1.36 to €26.06.”
Lidl – only one of two retailers to gain market share this month – increased its market share to 11.5% amid sales growth of 4.7%, while Aldi experienced growth of 2.4% but dropped market share by 0.2 percentage points to 11.3%.
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