Dunnes posts strongest growth in four years
Dunnes Stores' ‘Shop and Save' campaign launched in the run up to Christmas has delivered dividends for the retailer, according to the latest Kantar Worldpanel supermarket share figures for Ireland
Print4 February 2013
The latest supermarket share figures from Kantar Worldpanel in Ireland,
show Dunnes’ improving fortunes in recent months accelerating into the New Year with sales growth of 4.6%.
David Berry, commercial director at Kantar Worldpanel, explains: "4.6% sales growth is Dunnes’ strongest performance for four years and highlights the success of the ‘Shop and Save’ campaign launched in the run up to Christmas. Shoppers have responded well to this offer, picking up more items every time they shop and increasing the average size of their baskets by almost €3 to €36.70 – an increase of 9%. This has opened a considerable gap between Dunnes and its competition, with the average Tesco and SuperValu shop standing at €30.40 and €22.40 respectively.
"Its consistent performance also stands out, with strong sales across a range of grocery aisles including fresh produce, alcohol, soft drinks, crisps and also chilled convenience food.
"Tesco has seen its share of the grocery market dip by half a percentage point this year, moving from 28.1% to 27.6%. Its sales growth has also declined by 1%. This is the first time Tesco has dropped behind grocery market growth since October 2009, demonstrating the success of the retailer up until now. One opportunity for it to get back on track is to build on the increasing number of trips to its stores which we have seen in recent months and get customers spending more."
Elsewhere, Aldi continues to set the pace as the retailer enjoys the strongest level of growth, albeit slightly below its previous rate of 30%.
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