DUNNES STORES HAS grown its sales in the last three months – all because of spend and save vouchers.
Despite a long-running dispute with staff, the supermarket has reached a market share of 22.2% in Ireland, up 1.2% on this time last year.
In the 12 weeks up to 21 June, Dunnes saw their sales increase 6.3% according to the Kantar Worldpanel report, which tracks supermarket spending in Ireland.
Cliona Lynch, Insight Manager at Kantar Worldpanel says that the success of Dunnes is down to vouchers.
Dunnes continued focus on its ‘Shop & Save’ voucher scheme is encouraging consumers to buy a bigger basket on each shop. The average Dunnes visitor is buying 18 items per trip compared with a market average of 13 – an increase of three items per basket on this time last year and an additional €5 through the tills on each shop.
Tesco has retained its position as the top retailer in Ireland with a 25.1% share of the market, despite a sales decline of 3.3%. While the volume of items bought has increased as shoppers take advantage of savings and stock up on goods, this has not been enough to compensate for a decrease in shopper numbers and average spend.
SuperValu sales grew 0.6% to have a share of 24.7% of the market. Fewer people visited the store, but those who did visit did so more often.
In contrast to Ireland’s three largest retailers, Aldi and Lidl have continued to recruit shoppers to their stores and household penetration is now at 63.1% and 65.1% respectively – ahead of Dunnes’ 63%.
However, the growth in shopper numbers at discounters is slowing. Aldi gained 28,000 new shoppers in the past 12 weeks compared with 80,000 this time last year, while Lidl picked up 6,000 – down from 53,000 in the 12 weeks to June 2014.
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