NCA survey inaccurate

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Pictured: Ronald Kers of Valeo Foods Group (Photo by Dave Warren/Picture Team)

Retailers annoyed by inaccuracies in latest NCA price survey which they claim did not represent a typical basket of groceries



8 March 2009

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Supervalu has said the NCA price surveys “do not represent a typical shopping basket,” because fresh produce, such as bread, fruit and veg, are not included, a spokesman told ShelfLife. He also said the recent survey did not look at promotions which were “a response to consumer demand at different times of the year.”

The group said the cost of an average weekly shopping basket in Supervalu, approx €150, had been reduced by 7% over the last six months, when food inflation had grown in excess of 5%.

This was achieved through thousands of long-term price cuts, the expansion of the own brand range to 1,500 products, and the launch of a ‘Nice Price’ range. However the NCA survey found a basket of 64 goods was cheapest in Dunnes Stores (€189.03) and dearest in Supervalu in Dublin South (€194.24).

An NCA spokeswoman said that the NCA basket was largely based on the AC Neilson Top 100 brands and that the February 2008 survey did include fresh meat and fruit and vegetables. “Special offers are noted in the survey but prices are re-adjusted to show the full price. The price details of a particular trader could be significantly affected by the timing of the special offer…While recognising the role of special offers, the NCA would prefer to see sustained price cuts,” she said.

Meanwhile Superquinn has welcomed the survey, which now places the retailer €3.59 cheaper than Tesco on a basket of 83 branded goods. Tesco said changes it was making to its supplier arrangements would be reflected in future surveys.



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