Christmas boost for SuperValu

SuperValu and the discounters Aldi and Lidl were the big winners this Christmas, according to the latest Kantar Worldpanel supermarket share data



20 January 2014

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The latest supermarket share figures from Kantar Worldpanel in Ireland, published today for the 12 weeks ending 5 January, show SuperValu and the discounters as the big winners this Christmas.

David Berry, commercial director at Kantar Worldpanel, explains: "Christmas was a bumper season for SuperValu as it attracted 43,000 more households to come and shop over the holidays. This helped the retailer post market-beating sales growth of 1.3% and edged its market share above 20% for the first time since October 2009. Alcoholic drinks are an important part of the Christmas shop and SuperValu has grown its take home sales by 10% in this category, which has helped it perform ahead of the market."

The discount retailers Aldi and Lidl were the other big winners, with both enjoying double-digit growth in the final 12 weeks of the year. The German retailers’ December voucher campaigns in the Sunday newspapers look to have had a positive impact, with the average shop growing by more than €2 in each store.

David continues: "While Tesco still maintains a clear lead at the top it has lost ground, with its market share falling from 27.8% last year to 26.2% now. The sales decline is beginning to show signs of slowing, which is welcome news for Tesco, with a slight improvement from -6.5% in October to -6.2%. Dunnes’ sales dropped by 0.9% compared with last year, resulting in a slight dip in market share to 23.9% following four months of positive sales growth for the retailer."

Price inflation has dropped from 3.4% last month to 2.9%, helped by the pre-Christmas ‘vegetable wars’ seen in a number of retailers. The price of vegetables dropped considerably, with shoppers buying 4% more compared with last Christmas, despite spending 10% less.

Commenting on the results, Martin Kelleher, Managing Director SuperValu said: "The latest Kantar analysis underlines the momentum behind the SuperValu brand. SuperValu has grown by 30% over the last 10 years, with over two million transactions per week and achieves annual retail sales of just over €2 billion. Shoppers are voting with their feet and coming to SuperValu because of our combination of price, promotions, quality and sourcing from Irish suppliers wherever possible."
"The momentum behind the SuperValu brand also underlines why we are changing the Superquinn name and making the 24 stores part of the SuperValu family. Bringing both together will create an unrivalled Irish retail brand and will boast a network of 224 stores, with a SuperValu in every county in Ireland."
"Our unique selling point is our support for Irish suppliers. SuperValu is the biggest supporter of the Irish food industry and it is our policy to source Irish whenever possible. SuperValu purchases goods worth over €1.6 billion from Irish suppliers, helping to protect almost 30,000 Irish jobs in the farm, food and retail sectors. We’re also the only retailer whose fresh meat is 100% born, bred and reared in Ireland."



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