Kantar Worldpanel: Dunnes holds top spot amid Christmas rush

Dunnes Stores remains Ireland's most popular supermarket, while Aldi and Lidl are still growing

The latest grocery market share figures from Kantar Worldpanel have been published, which show Dunnes Stores hold the top spot ahead of SuperValu and Tesco, which came away with 21.7% and 21.6% of the market share respectively.



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18 December 2018

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Dunnes Stores has claimed pole position as Ireland’s leading retailer for the third consecutive period, holding a market share of 22.4% in the 12 weeks to 2 December 2018.  The latest grocery market figures from Kantar Worldpanel show that the family-owned retailer registered sales growth of 3.4% year-on-year.

Dunnes Stores held the number one spot despite fierce competition from SuperValu, which remained Ireland’s second largest  retailer with a share of  21.7%. Tesco’s more modest growth of 0.3% saw it remain in third place with 21.6%.


Douglas Faughnan, consumer insight director at Kantar Worldpanel, said that promotions played a big role in all of the retailers’ growth campaigns. “SuperValu has performed strongest here,” Faughnan said, “with the average value of a trip to the retailer increasing by €1.56 to €24.20 this period.

“As preparations for Christmas accelerate during December that figure is only likely to rise,” he added.

It was Dunnes’ long-running vouchering program that helped it hold the number one spot, with shoppers spending significantly more on each trip than at any other retailer. The average spend per trip was €42.60.

Elsewhere among the retailers, Aldi and Lidl were the strongest performers for the second consecutive period. While the two traditionally rely on sales of private label products, both have made a clear effort to attract more shoppers by diversifying and increasing their branded ranges. Brands now account for 12.1% of overall sales at Lidl and 9.2% of sales at Aldi, up from 11.0% and 6.8% respectively in 2017.

Overall, the grocery market grew by 2.9% in the  current 12-week period. This represents the strongest performance since the 3.1% growth rate recorded in July during one of the hottest summers on record.  With December typically being the most lucrative month of the year for the grocery market, Kantar Worldpanel suggest a new benchmark could be set this month. Last December generated €968.2 million for retailers, and all the signs so far indicate that this year Irish households will break the €1 billion threshold for the first time.

“With Christmas Day falling on a Tuesday this year,” Faughnan said, “this gives retailers one full extra day of trading to look forward to.”




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