Latest supermarket share figures from Kantar Worldpanel in Ireland, for the 12 weeks ending 25 November 2012, show the grocery market has grown by 0.4% – the second month of sales growth in a row and the highest rate since January this year.
This is a positive sign for the industry; however, real-term growth still remains elusive with inflation at 4.2%, said researchers.
David Berry, commercial director at Kantar Worldpanel, said: “There is no doubt household budgets are increasingly stretched and this is reflected in the changing nature of the grocery shop. To help offset the impact of price inflation the ‘little and often approach’ to shopping continues; with the average household making an extra 2.5 grocery trips this year – that’s an additional four million trips across the country.”
For the retailers it has been an encouraging month, particularly at the start of the run up to Christmas.
Berry said: “Fortunes at Dunnes have also begun to improve this month. Despite sales growth at the retailer still trailing behind the market, it has strengthened its position since September when sales declined by almost 8%. Dunnes now has a 23.2% market share and is in a better position to compete as the crucial Christmas trading period approaches.”
Among the other major supermarkets Aldi sets the pace, with sales growth remaining above 30% for the second successive month, said Kantar Worldpanel. Much of this success has been achieved by attracting more shoppers to the store and encouraging them to shop more often and increase the amount they spend.
Tesco has also grown ahead of the market, leading to a boost in market share of 0.2 points to 27.9%. This is thanks in part to its wide shopper base, with almost 83% of Irish households having shopped in Tesco over the past 12 weeks – an improvement of 3% when compared with last year.