SuperValu retains pole position in latest Kantar figures

SuperValu has launched a campaign to support an increase in home cooking

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2 June 2020 | 0

SuperValu has claimed the largest market share for the second month in a row and saw sales rise by 32.7%, according to the latest figures from Kantar – the full report on which can be read here.

Martin Kelleher, managing director, SuperValu, thanked both existing and new customers for their support, in response to the result.

“While the rise in sales can be attributed to people spending more time at home,” he said, “this would not have been possible without the efforts of our independent retail partners who operate our stores and our colleagues across the SuperValu network, who have been going above and beyond for customers over the past couple of months.”

Kelleher added that independent retail partners “have invested substantially to ensure that we offer the best in-store experience, ensuring the health and safety of colleagues and customers thanks to the early introduction of social distancing and in-store safety measures such as plexiglass at tills and increasing the contactless payment threshold. Additionally, our retailers have been working hard to support the vulnerable in their communities by partnering with groups and charities across the country.”

Mindful that people are spending more time at home, SuperValu has launched a campaign to support an increase in home cooking, with a range of nutritious new recipes posted daily online at www.supervalu.ie.

SuperValu also pointed out that the sales increase has seen shoppers change their behaviour, with a shift from fresh food to other categories like baking and personal care. In terms of the baking category, sales of flour alone have risen 200% and SuperValu has also seen a rise in demand for related products such as toppings, mini marshmallows and core baking ingredients like raising agents, flavourings and food colourings.

Similarly in terms of personal care, SuperValu observed that soap sales soared by 400% and over the course of the past number of months its stores have sold enough toilet paper to go around the world eight times.

“In terms of other trends,” Kelleher added, “we have also seen a spike in online shopping and scaled up our service by hiring more drivers and in-store colleagues to meet demand. The growth we have seen in home deliveries is the equivalent to opening 12 new SuperValu stores.”

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