Kantar Worldpanel latest reveals Easter boost for supermarkets

SuperValu is holding its lead as the top supermarket in Ireland
SuperValu has once again gained the top spot according to Kantar's latest supermarket share figures

Kantar has published its latest grocery market share figures, revealing no change in the hierarchy but good news for all comers



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11 April 2016

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Global consumer insights agency Kantar Worldpanel has published the latest supermarket share figures, for the 12 weeks ending 27th March. The results are positive across the board, with an overall growth of 4.6% over the same period last year, and a growth of 3.6% over the last surveyed period.

As expected, SuperValu has retained the top spot with a slightly increased market share of 24.9%. This represents an increase of just 0.1% from last year, but the more specific numbers paint a different picture: shoppers have visited SuperValu more often this year, with average visits increasing to 22 (up from 20 in 2015).

Meanwhile, Tesco’s performance continues to improve, with 23.9% of the market share. Volume growth remains stronger than value, according to Kantar Worldpanel’s report, with an increase of 2.7% versus 1.4%. According to Kantar Worldpanel director David Berry, this comparison is evidence of Tesco’s continued focus on keeping prices down.

Dunnes Stores’ growth has been driven on increased consumer spend, with the report revealing an increase of €3 per trolley year on year. “The success of Dunnes’ Shop and Save campaign continues,” says Berry, “and has proved particularly effective with families, wheree Dunnes now captures 25.6% of the market compared with 23.9% in the same period last year.”

Elsewhere in the always-competitive grocery market, Lidl is setting the pace with a massive 9.5% growth, the strongest increase this round by far. Lidl is in the unique position of getting more customers in, but also encouraging those customers to increase their spend and return more frequently.

The breakdown of market share can be seen here:

Not a lot separates Tesco and Dunnes while SuperValu stay out in front





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