Kantar Worldpanel: Branded grocery showing rare growth

Dunnes remains Ireland's no.1 supermarket, according to Kantar Worldpanel's latest report

Branded product sales increase for first time since 2014 while Dunnes remains Ireland's number one supermarket



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12 February 2018

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Kantar Worldpanel has published its supermarket share figures report, covering the 12 weeks ending 28 January. Dunnes Stores remains in the top spot with 23.2% of the market, while  Tesco and SuperValu trail in second and third place respectively.

The most interesting finding in the report is that branded sales has shown its first growth in four years. Sales of branded goods, as opposed to private label products, are up 4% year-on-year, with consumers spending an extra €49m on these products over the period in question.

“This is the first time in four years that brands have posted stronger sales growth than their own label counterparts,” says Kantar Worldpanel director David Berry. “Alcohol, baked goods, frozen food and toiletries have been the best performers.”

As ever, health products and other beneficial segments saw strong popularity in January. Spinach, berries and avocados received a sales bump in the post-Christmas health kick. “Shoppers’ increasing interest in vegetarian and vegan lifestyles was clear as sales of vegetarian options surged by 18%,” says Berry. “One in five shoppers picked up a vegetarian product during the past 12 weeks.”

Meanwhile, Iceland – which currently holds just 0.6% of the Irish grocery market – is gaining a foothold in the frozen aisle. Helped by its new store openings recently, the retailer has managed to increase its share of frozen food sales from 4.3% to 6.0% year on year during the past 12 weeks.

Will we see Iceland continue to grow and become a real competitor on the big stage? Watch this space.




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