SuperValu sales provide insight into lockdown shopping trends

Elaine and Tomas Forner Lucan with Emma Farrell, SuperValu

Home delivery growth equivalent to opening 12 new SuperValu stores, while flour products are up 200% and olive oil sales up 80%



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11 May 2020

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SuperValu is today releasing a breakdown of the products and categories that have been selling strongly in its stores since the lockdown began. These figures paint a unique picture of how staying at home has influenced shopper habits across Ireland.

The lockdown has seen the public spend more time in the kitchen: this has included a focus on broader culinary activity, with SuperValu reporting an 80% increase in olive oil sales. Meanwhile, the need to clean up more often in the kitchen saw a 60% rise in sales of dishwasher tablets.

With the majority people working remotely since March, there has been renewed interest in baking and sales in this category have risen, most notably with flour products up 200%. There has also been a considerable uptake in demand for other related products such as toppings, mini marshmallows and core baking ingredients like raising agents, flavourings and food colourings.

With many cafes closed, consumers are still looking for their coffee fix and SuperValu statistics show a 100% increase in coffee pod sales. Also, as families relax together by watching streamed series and box sets, there has been a 60% increase in sharing chocolate bars in SuperValu stores. However, shoppers are also craving healthy food, and SuperValu’s statistics show that a banana is being sold every second across its stores.

SuperValu shoppers have also become green-fingered, with plants and flowers sales rising 200%. The food retailer’s data also shows that personal hygiene has been of paramount importance to shoppers during the lockdown, with soap sales up by 400% and due to Covid-19, SuperValu has sold enough toilet paper to go around the world eight times.

Edel Russell, innovation & consumer director of SuperValu said the statistics provide a unique snapshot of Irish shopping habits during the lockdown.

“It’s clear that people have been focusing on home cooking, baking and gardening and are spending more quality family time together,” said Russell. “Our strong roots in communities across the country means that we are committed to serving vulnerable groups throughout the Covid-19 crisis and our trusted retailer network continues to provide these essential supports, with home delivery growth equivalent to opening 12 new SuperValu stores.”





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