Christmas grocery sales in Ireland reaches almost €1.4 billion
The 2024 festive period marked a 'historic moment' for the Irish grocery sector
Print31 January 2025
The 2024 Christmas period marked a historic moment for the Irish grocery sector, with record-breaking sales, a resurgence in brand performance, and in-store footfall at its highest levels ever, research shows.
According to recent research conducted by Kantar, over the four weeks to 29 December 2024, grocery sales in Ireland reached just under €1.4 billion, underscoring the resilience and evolving dynamics of the market.
Grocery inflation remains at 3.6%, lower than in previous years, contributing to steadier volume growth throughout 2024.
Shopper behaviour reflects confidence, with an average spend of €32.12 per trip and an increased trip frequency surpassing pre-pandemic levels.
Record sales
The highest-ever in-store visits were recorded at 42 million trips—one million more than last year, the data shows.
Commenting, Emer Healy, business development director, Kantar, said: “Monday, 23 December, was officially the busiest Christmas shopping day on record, with 85% of Irish households making a purchase.
Sales surpassed €100 million in a single day for the first time, reaching €107 million—23% higher than December 2022 and 13% greater than 2023’s peak day.”
Brands resurgence
After years of losing share to own-label products, brands made a strong comeback this Christmas.
Branded goods accounted for 53.8% of value sales, compared to 46.2% for own-label ranges, with brand spending reaching an all-time high of €746 million.
Brand loyalty was further fuelled by increased promotional activity, with €357 million spent on promotions—8.4% ahead of market growth.
Promotions preformace
Retailers placed significant emphasis on promotions over the festive period, with all major players increasing promotional activity beyond the annual average.
Tesco secured the number one spot in market share, while Dunnes Stores posted the strongest growth.
Retailers also focused on loyalty programmes, competitive pricing, and Christmas dinner offerings to attract shoppers.
Consumer spending patterns revealed a strong appetite for both indulgence and wellness.
Best category performers
The data indicated that chocolate and crisps saw the biggest surge in value as shoppers treated themselves to festive favourites.
Healthcare emerged as the fastest-growing category in value terms, followed closely by ambient grocery, driven by premium niceties.
Non-alcoholic beverages reached their highest December sales at €3.4 million (+23.6%), indicating a continued trend towards moderation.
Alcohol sales saw value growth despite a decline in volume, with beer and cider showing the strongest momentum, recording 1.3% and 11.9% growth respectively.
Grocery inflation stabilises
The Irish grocery market remains in a strong position, with a healthy balance of value and volume growth, Kantar noted.
As grocery inflation stabilises, promotional strategies and brand engagement will be key to shaping consumer behaviour.
“With record-breaking sales, renewed brand strength, and evolving shopper preferences, the 2024 Christmas season has set a strong precedent for the year ahead,” Hughes concluded.
Read more: Festive fare
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