SuperValu outperforms the Christmas market

SuperValu outperformed the market last Christmas, selling 96,000 Irish turkeys, all at half price as part of its ‘Real Rewards’ loyalty card offer
SuperValu outperformed the market last Christmas, selling 96,000 Irish turkeys, all at half price as part of its ‘Real Rewards’ loyalty card offer

TNS Worldpanel data shows while the overall grocery sector is down 7.5% compared with the same period in 2008, SuperValu sales have only declined by 4.9%.

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26 January 2010 | 0

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The latest TNS Worldpanel grocery market shares published for the four weeks to 27 December 2009 show that SuperValu was the best performing supermarket in Ireland for the Christmas period. According to the group, its performance was driven by market share gain, as it was the only supermarket to have attracted new shoppers over the season compared to the same period last year.

This is the second month in a row that SuperValu has outperformed its rivals in the Irish market. While the overall grocery sector is down 7.5% compared with the same period in 2008, SuperValu sales have only declined by 4.9% which, it reports, is the best performance of all Irish supermarkets.

The group attributes its success in the two months up to Christmas to its widely publicised Irish sourcing policy combined with strong permanent discounts and promotional offers. It sold 96,000 Irish turkeys at half price as part of its ‘Real Rewards’ loyalty card offer, with retail sales amounting to in excess of €4 million.

In addition, SuperValu’s weekly promotions and special offers programme has been consistently successful with shoppers. A recent National Consumer Agency survey of consumers’ purchasing habits in the current economic environment showed that 54% of consumers are now shopping for promotions or using coupons, which represents a 14% increase on the previous survey.

Meanwhile, Tesco reported that it too enjoyed a strong Christmas performance, with group sales up 6.9% in the six weeks to 9 January, the best festive trading by the retailer for three years. Sales in the international division grew by 2.4%, like-for-like sales in Asia, Europe and the US showing continued improvement in the third quarter of 2009.

 

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