Easter sales hopping as grocery market deflation continues
With three-quarters of the population treating themselves to at least one Easter egg this year, Kantar Worldpanel reports this resulted in a €3 million boost to the market
8 May 2017
Kantar Worldpanel has published its latest grocery market share report for Ireland, which show a mild growth despite the limiting effects of deflation for the 12 weeks to 23 April 2017. Having slipped into deflation for the first time in almost two years in the last period, the grocery market grew by just 2.3% during the past 12 weeks as deflation fell further to stand at -0.3%.
The Easter season saw shoppers avail of the extra money in their pockets, with notable surges in sales of seasonal items such as hot cross buns (+24%), Easter Eggs (+9%) and fresh lamb (+10%).
Meanwhile, SuperValu remains Ireland’s largest grocer for the second period in a row, holding 22.8% of grocery sales. Of the top five major grocers, SuperValu was the only one to have attracted more shoppers, with an additional 8,000 customers visiting the supermarket in the past 12 weeks compared to the same period in 2016.
In second place, Dunnes Stores posted the strongest growth of all the major retailers with sales increasing by an impressive 5.1% since last year. Dunnes shoppers currently spend just under €40 per trip – almost €17 higher than the market average.
Tesco saw sales fall by 0.6% but still managed to capture a 21.6% share of the market. Meanwhile, Lidl and Aldi continued to experience success, with Lidl maintaining its share of 11.3% and sales at Aldi up by 3.0%.