SUPERVALU IS NOW the most popular supermarket in Ireland, taking the top spot from Tesco.
The latest supermarket share figures from Kantar Worldpanel in Ireland, published today for the 12 weeks ending on 8 November, show that SuperValu has grown its market share to become Ireland’s largest grocery retailer for the second time this year.
The chain previously took the top spot from Tesco back in April.
SuperValu has a market share of 24.6%, compared to Tesco’s 24.1%. Lidl once again posted the strongest sales, with an increase of 11.2% year-on-year, increasing market share to 8.7%.
David Berry, director at Kantar Worldpanel, said the latest figures emphasise that the grocery market is “arguably the most competitive retail sector” – the three biggest retailers are 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,” Berry said.
There was also good news for Dunnes, with growth in value sales of 3.3% – attributable mainly to larger, more frequent shopping trips. Kantar said 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. It 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%.
“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,” Berry stated.
Martin Kelleher, SuperValu’s managing director, said the figures reflect “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”.
Kelleher added that the market “continues to be highly competitive”.
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