The latest supermarket share figures from Kantar Worldpanel in Ireland, for the 12 weeks ending 19 July, show a growth in year-on-year sales of 1.1% across the grocery market. Lidl posted the strongest sales growth for the second period in a row, increasing sales by 8.1% in the past 12 weeks. This was closely followed by Dunnes, who grew sales by 6.7%.
David Berry, director at Kantar Worldpanel, said: “Competition is increasingly intense within the grocery market with price reductions and money-off vouchers becoming the norm. The strongest performer has been Lidl, with impressive sales growth lifting its share of the market to an all-time high of 9.0%. The discounter has recruited a record number of customers this quarter, with 66% of all Irish householders visiting Lidl at least once during this time.”
The ‘Shop & Save’ campaign continues to boost sales for Dunnes, with shoppers buying and spending more per shop. Larger shopping trips, during which shoppers are spending in excess of €100, have contributed to a sales growth of 6.7%, the highest level achieved by Dunnes in over five years. In turn this has helped to boost the retailer’s share of the market by more than one percentage point to 22.3%.
Berry said: “Tesco continues to hold onto the top spot, although its market share has dipped below 25% as shoppers spend slightly less in store. However, there are signs that Tesco’s decline in sales are levelling off following a difficult two years, and the fall of 1.5% this quarter is the most positive performance the retailer has seen since April 2013. Tesco is starting to successfully bring in more shoppers, with an additional 10,000 households visiting the retailer in the past quarter compared with last year.”
Following fierce competition with Tesco for the top spot earlier this year, SuperValu remains the second biggest retailer, performing in line with last year and capturing 24.3% of grocery sales. Aldi continues to grow sales, with a 5% increase lifting market share to 8.6%. However, fierce competition between the retailers has meant its rate of growth has dropped back in recent months.