Kantar reveals Christmas market share
Kantar Worldpanel released the breakdown of figures for the Irish grocery market at its Christmas Review
Print4 February 2015
Tesco achieved the highest sales at Christmas with 25.4% market share of the Irish grocery market, followed closely by SuperValu at 25% and Dunnes at 23.5%. Aldi took 8% of the market while Lidl came in at 7.4%. These figures were released by Kantar Worldpanel at its Christmas Review this morning (04/02/15).
While Tesco generated the highest footfall over the four week period leading up to Christmas, Lidl saw the greatest year-on year increase with a 15% boost in sales. In turn, Tesco saw the lowest increase of year-on-year sales at minus 2%.
Overall, the grocery sector was up 0.6% compared with last year and the average Irish household spent €469 on groceries over the four weeks leading up to Christmas.
While the discounters are still seeing strong growth in the Irish market, David Berry of Kantar Worldpanel explained that Aldi and Lidl tend to lose market share in the weeks preceding Christmas as shoppers choose to trade up to branded products and revert to their traditional grocer.
SuperValu fared well in this regard with a strong food performance and its private label grew by €22 million (10% sales growth). The Musgrave owned supermarket saw an increase in penetration in the Dublin market due to the accumulation of the Superquinn brand last February.
Dunnes performed well at Christmas mainly down to the strong vouchering activity it has adopted. Berry said: “The 20% back on your shopping in Dunnes has been hugely successful for them. You would have to spend a lot more in Tesco to get the same amount back. Tesco needs to concentrate on improving its Club Card offer in order to compete here”. Dunnes had private label sales of €12 million and overall dairy, confectionery and biscuits preformed very well.
At Tesco branded lines outperformed its private label offering. Fresh meat, household items and soft drinks saw strong sales.
According to Kantar Worldpanel Aldi did not preform as well as it would have hoped at Christmas. It did not recruit any new shoppers but did see its core shoppers trade up from basket to trolley shops. Aldi has been increasing its branded products with a 16% increase in brands in each category.
Berry believes that Lidl is positioned for sustainable growth for the year ahead and credits its innovative marketing activity with building the quality credentials of the brand.
New store openings are also accounting for Lidl’s growth and it is attracting young, upmarket shoppers which is a good growth driver for the future. Its private label sales are seeing 19% growth.
Overall Kantar sees consistent market growth for the Irish grocery market for the year ahead as consumers gain more confidence.
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