SuperValu reclaims top spot as growth in grocery spend continues

SuperValu is holding its lead as the top supermarket in Ireland
SuperValu has once again gained the top spot according to Kantar's latest supermarket share figures

SuperValu has reached the top spot by encouraging more repeat shopping trips among consumers, while Dunnes Stores is number one in Dublin



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23 November 2015

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SuperValu has grown its market share to become Ireland’s largest grocery retailer for the second time this year, according to the latest supermarket share figures from Kantar Worldpanel in Ireland, published today for the 12 weeks ending 8 November.

David Berry, director at Kantar Worldpanel, said: “The grocery market is arguably the most competitive retail sector and the latest figures emphasise this, with the three biggest retailers each within one percentage point of each other’s market share. SuperValu now occupies the top spot, having seen sales climb by 2.5% over the past 12 weeks, increasing its share of the market to 24.6%.

“This is the strongest growth rate recorded by SuperValu since August 2013, which the retailer has achieved by encouraging more repeat shopping trips. The average consumer has visited the retailer on two additional occasions and spent an extra €16 over the past quarter when compared with last year.”

Dunnes continues its successful performance, with growth in value sales of 3.3%, attributable mainly to larger, more frequent shopping trips. Dublin has been a key source of growth for Dunnes, where it now stands as the number one retailer.

Lidl maintains its position as the retailer with the strongest sales growth, and has been the only grocer to expand its customer base during the past 12 weeks. The grocer has recruited more than 40,000 new shoppers this year, helping to grow sales by 11.2% and increase market share to 8.7%.  Like Dunnes, Lidl has drawn much of its success from expansion in the capital, having increased footfall in Dublin by 33,000 compared to last year.

Elsewhere, Aldi’s performance remains ahead of the overall market, with sales growth of 3.6% and market share increasing to 8.5%.

David Berry added: “Tesco continues to see a positive volume performance, with more items sold this year but at a lower price point, leading to a slight decline in value sales of 0.7%. Market share for Tesco has dipped to 24.1%, compared with 24.8% this time last year. With the prospect of a boost in consumer spending this Christmas, Tesco’s festive offer is sure to be geared towards regaining the top spot at such a vital time of year.”

SuperValu response

Commenting on Kantar’s report, Martin Kelleher, SuperValu managing director, thanked customers for their loyalty. He said the result “reflects the strength of our community retail model, where independent retailers in cities and towns across the country are clearly seen to give Irish shoppers what they want”.

“Shoppers continue to vote with their feet due to SuperValu’s commitment to providing the best quality locally-sourced Irish food to our customers; unrivalled expertise from people like our expert butchers and bakers; and support for communities across the country through a variety of charitable causes and initiatives like TidyTowns,” he added.

Overall, Kelleher attributed the result to the group’s “commitment to Irish suppliers and value” alongside “fresh, quality food”.




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