Kantar: Grocery growth steady ahead of busy season
The latest figures from Kantar have revealed that growth in the Irish grocery market remained at 2.7% during the 12 weeks to 8 September 2019.
24 September 2019
Kantar has published the latest figures for Ireland’s supermarket share index, revealing steady growth among Ireland’s biggest store brands amid the end-of-summer routine change in Irish households.
Tesco and SuperValu find themselves tied for second place with 21.4% market share each, while Dunnes Stores remains Ireland’s most popular supermarket. Aldi increased its market share this period while posting growth to hold a market share of 11.9, somewhat behind Aldi’s 12.5%.
According to Charlotte Scott, consumer insight director at Kantar, when summer draws to a close people return to their normal routines and their shopping habits shift accordingly. “The need for easy breakfast and packed-lunch options at this time of year have boosted sales of cereals, yoghurts and bread by 14%, 10% and 6% respectively during the past four weeks,” said Scott.
On the topic of Tesco and SuperValu being neck-and-neck, Scott explains: “SuperValu has returned to growth following two periods of negative growth,” she said, “and these 12 weeks represent its slowest share decline since September 2018.
“Following a similar trend to the overall market, its shoppers have been making fewer, larger shops and taking home nearly one more item on average per trip,” she added.
Meanwhile, Tesco’s sales decline softened to 0.5% as volume sales moved into growth, up 0.9% compared with last year. “It might be too soon to call these improved performances from Tesco and SuperValu a fightback,” said Scott, “but it will be welcome news given the recent success of Dunnes, Aldi and Lidl. Looking ahead to next month, it’s likely that this will contribute to all retailers being in growth for the first time since June.”
While Lidl’s growth slowed to 4.1% it remains ahead of the market and has increased its share from 11.8% to 11.9%. The retailer also performed well in some standout categories in the past 12 weeks – sales of frozen desserts were up 24%, despite declining by 4% in the wider market, and bread sales increased by 17%, compared with 2% across total grocers.