SuperValu is Ireland’s top retailer while Iceland gains ground

Iceland will be pleased with their gains in the latest Kantar Worldpanel supermarket share figures
Iceland Ireland MD Ron Metcalfe says Iceland wants to give back to its communities

Kantar Worldpanel has published its latest supermarket share figures for the 12 weeks to 22 April 2018, showing SuperValu has regained the top spot in Ireland's grocery battleground.



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9 May 2018

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It has been coming for some time, but is now official: SuperValu has returned to the number one position to become Ireland’s most popular supermarket. This is the first time the retailer has been at the top since July of 2017. It holds a 22.3% share of the market, ahead of Tesco with 22.2% and Dunnes Stores with 21.9% of the market.

Ireland’s grocery market has performed strongly overall during this period, with overall sales up 3.1% on last year. Lidl and Aldi enjoyed strong growth in fourth and fifth position, seeing sales growth of 4.2% and 3% respectively.

“Over the past 12 months Irish households have relied more heavily on their preferred retailer,” says Kantar Worldpanel’s Douglas Faughnan, “meaning most grocers were seeing fewer shoppers through their doors. However, this latest period marks a notable turnaround with Tesco, SuperValu, Aldi and Lidl all attracting more shoppers than they did a year ago.

“Tesco’s 3.1% increase generated additional revenue of €13 million,” he said, “and contributed significantly to the retailer’s overall performance. Although growth for the other retailers was less significant, it does mark a reversal in recent shopper behaviour.”

Meanwhile, Iceland’s ongoing aggressive expansion appears to be taking hold. Impressive sales growth of 7.3% during the period, thanks in no small part to its recent new store openings, left it at a 6.3% share.

When we spoke to Iceland MD Ron Metcalfe last year, he said it is Iceland’s aim to open up to ten stores per year for the next five years. “There’s no reason why we couldn’t have 10 or 15 stores in Dublin; four or five in Galway and the same in Limerick and Cork.”

Aldi and Lidl create a difficult barrier to cross, but who knows what the future holds for Iceland?




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