Dunnes Stores return to growth but Tesco still ahead

The latest market share data from Kantar Worldpanel shows Dunnes benefitted from a summer sales by boost by concentrating on a strong branded offering

Dunnes Stores has increased its market share for the first time since August 2009, although Tesco remains the market share leader

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The latest grocery market figures from Kantar Worldpanel in Ireland, published for the 12 weeks ending 15 May 2011, show Dunnes Stores has increased its market share for the first time since August 2009.

Dunnes has posted sales growth of 1.4% and increased its market share from 23.6% last year to 23.7% for the same period this year, following 21 months of stagnation.

David Berry, commercial director at Kantar Worldpanel Ireland explains: “The return to share growth for Dunnes Stores has been fuelled by strong sales in traditional areas such as frozen food, household cleaning, biscuits and confectionery. By using the strong presence of leading brands in these areas the retailer has been able to drive sales.

“Dunnes Stores has also benefited from a dedicated customer base. Over this period it has regained its position as the retailer with the most loyal shoppers, demonstrating the importance of returning customers in this market.”

Tesco grew slightly ahead of the market and posted an increase in market share from 27.1% last year to 27.3% for this period despite recent reports that the company’s Irish sales had dropped by 3.9% in the first quarter of 2011.

SuperValu continued to perform slightly behind the market this month, dropping market share from 20% last year to 19.6% for the same period this year. With value at the top of the shopper’s agenda, Aldi and Lidl continued to be the main beneficiaries of growth during this period. Both retailers posted record share performances, powering ahead with double-digit value sales growth of 27.7% and 10.6% respectively.

Aldi increased its share from 3.4% last year to 4.3% and Lidl built on last year’s 5.6% share to achieve 6.1% of the market.
Growing speculation about the future ownership of Superquinn has done little to halt its sales decline, with a loss of market share from 6.8% last year to 6.2% this year.

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