SuperValu and Tesco almost neck and neck for market share

Latest Kantar Worldpanel figures for Ireland reveal that SuperValu's share of the market is now just 0.1 percentage point behind Tesco's

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18 March 2015 | 0

SuperValu’s 0.4% sales growth has put it almost on parity with Tesco, the latest supermarket share figures from Kantar Worldpanel in Ireland reveal.

The data published for the 12 weeks ending 1 March, shows SuperValu’s share of the grocery market is now 24.9%, just 0.1 percentage point behind Ireland’s largest supermarket. SuperValu has attracted an extra 50,000 customers this year which means that three quarters of all Irish households shopped in SuperValu in the latest period.

Tesco remains Ireland’s largest supermarket with one in every €4 spent on groceries going into its tills. However this is lower than this time last year with sales down by 3.7%. The main driver of this sales decline does appear to be changing. Shoppers had been cutting back the number of products they bought there. Now, they are buying a similar number of products but at a lower price.

Meanwhile, Dunnes has also recorded growth over the past 12 week period. David Berry, director at Kantar Worldpanel, explains: “Dunnes’ recent ‘Shop & Save’ campaign looks to have made a mark with shoppers. The retailer’s sales have grown by 6.5% over the latest period, improving its market share by just over one percentage point to 23.4%. Dunnes has successfully encouraged its customers to buy more, growing the number of trips where €100 or more is spent by an astonishing 25%. One point to note is that this time last year Dunnes was struggling, with sales falling by almost 5%, so while performance is positive this year the benchmark for comparison is relatively low.”

Both Lidl and Aldi continue to post impressive performance, with both enjoying growth of 10.7%. Lidl’s market share has improved to 7.6% and Aldi now stands at 8.1%.



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