Kantar Worldpanel: Top supermarkets neck-and-neck

SuperValu customers have been targeted with a fraudulent text scam
Kantar figures show SuperValu continued to hold the largest share of the grocery market at 22.2%, with growth primarily driven by shoppers returning to stores more often, contributing an additional €41 million

Retail monitoring agency Kantar Worldpanel has published its figures for the 12 weeks ending October 8, showing growth across the board and an exciting neck-and-neck race between SuperValu and Tesco.



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23 October 2017

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Kantar Worldpanel has published the latest figures for Ireland’s supermarket industry for the 12 weeks to 8 October, with the fascinating surge of Tesco to share the top spot with SuperValu as Ireland’s largest supermarket. Both hold a 22.0% share of the market, after Tesco saw a sales growth of 4.2% year-on-year.

SuperValu saw a sales increase too, but that 0.5% was not enough to hold the lead.

It’s an exciting development; are we about to see a changing of the guard for the top spot, or can SuperValu come back? The crucial Halloween and Christmas sales periods are upon us, and this development is sure to cause competition to be even more intense.

As if that weren’t enough, Dunnes Stores has also seen its share increase, and is right behind the top two with 21.9% of the market.

It will be very interesting to see how the next two sales periods play out.

Meanwhile, Aldi and Lidl both grew during the latest period, and hold 11.6% and 11.7% of the market respectively.

With regard to trends in the market, Dave Berry of Kantar Worldpanel points out that the grocery market is shifting back towards branded goods. “With the recent trend towards own-label items, there’s now some good news on the horizon for brands,” Berry says. “This time last year sales of branded items dropped by 0.5% compared to the year before, however we’re now seeing a return to form – with sales up 1.3%.

“At Christmas, shoppers tend to flock back to brands – partly for sentimental reasons and also as people are tempted to trade up at this time of year. So with the countdown to the festive season now well and truly underway, it’s likely we’ll see this trend continue into the new year,” he adds.



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