Tesco is Ireland’s favourite supermarket once again

Tesco is now Ireland's numer one supermarket brand
Tesco is now Ireland's numer one supermarket brand

The latest Kantar Worldpanel supermarket share figures for Ireland have been published, showing Tesco in the number one spot for the first time since 2015, sneaking ahead of its competitors with 22.3% of the market.

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5 June 2018 | 0

In a development that will further illustrate the turnaround in fortunes of Tesco, three years after its UK arm was embroiled in an accounting scandal, the grocery giant has moved into the number one spot in Kantar Worldpanel’s supermarket share figures for Ireland, for the 12 weeks ending 20 May 2018. With 22.3% of the market, this is the first time Tesco has been in the driver’s seat since 2015.

The retailer grew sales by 4.5% – far ahead of the overall market, which saw growth of 2.8%. The gap between the top three has widened, with SuperValu and Dunnes holding 22% and 21.8% of the market respectively.

Douglas Faughnan, consumer insight director at Kantar Worldpanel, says a strategic emphasis on volume sales is key to Tesco’s turnaround. “Particularly through its private label offering,” he says, “has been key to Tesco becoming Ireland’s biggest grocer once again. While value sales are robust, growing at 4.5% on last year, volume performance has been even stronger. Tesco’s own label range has been at the centre of its performance, now accounting for more than half of overall sales following double digit growth this period.”

SuperValu sales grew by just under 1% this period, contributing to an overall share of 22.0%. Dunnes Stores saw an increase in customers coming through its doors – an extra 9,000 shoppers in the last 12 weeks. This, combined with a 3.4% increase in average price paid and shoppers buying more items per trip, helped the retailer grow by 2.6% compared with last year. It currently sits in fourth place with 21.8% of the market.

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